From being the first beer brand to work with iAd to creating Augmented Reality experiences at retail, Anheuser-Busch has worked hard to put its brands at the forefront of mobile experimentation. Hear from vice president of U.S. marketing Paul Chibe on what’s working, what’s not, and where the next mobile marketing opportunities lie. Keynote Paul Chibe, VP US Marketing/U.S. Chief marketing Officer, Anheuser Busch

1. The Original Social
Network Goes Mobile
Lessons Learned from Anheuser-Busch
@paulchibe01
Paul Chibe
Vice President, U.S. Marketing
Anheuser-Busch

2. Our business is beer
Top 5 Global CPG
Top U.S. Brewer
#1 Global Beer Company Most Valuable Alcohol Brand
14 Billion Dollar Brands

3. Beer is inherently social
The Original Social Network

4. Blending offline & online experience
INNOVATION

5. ?
PROBLEMS IDEAS EXPERIMENTS DEPLOY
MARKET TEST
CONCEPTS
Our innovation process

6. Positioned for partnership

7. Smartphone penetration is exploding

8. Advertising dollars haven’t kept pace

9. Our vision for mobile
Create USEFUL and ENGAGING
experiences that help our consumers
enjoy and live their lives –
at scale and in an efficient way

10. TOP TEN LESSONS LEARNED
IN MOBILE

11. 1: Start with a clear strategy
SPORTS
MUSIC &
ENTERTAINMENT
NIGHT OUT
BUSINESS NEEDS
INNOVATIONS
TRENDS
MOBILE
SOCIAL
IMMERSIVE MEDIA
GAMING
‘CONTENT FACTORY’
DATA & ANALYTICS
Social TV, SOCIAL DISCOVERY, Social Interest, Social Influencer Marketing
2nd SCREEN, 360 video & TelePresence, Natural interfaces
SPORTS AND SOCIAL GAMING, Gamification
Content Curation, USER GENERATED CONTENT, Sharing Photo/Video
Acquire and segment influential super fans, SOCIAL CRM, Authentication
SoLoMo, Augmented Reality, Image Recognition, Mobile Gaming, ePublishing

12. 2. Think before you “App”
Mobile Site
Mobile App

13. 3: Experiment early and often
Stella Artois
Le Bar Guide - 2009 Nascar Blippar Activations in 2012

14. 4: Focus on utility & engagement
Avg Time Spent = 54 Min
Four-Star Average Rating

15. 5: Be fan-centric, not brand-centric
2010 2013
• Brand Centric
• Only ABI Brands
•Fan-Centric
•Multi brand
•2nd Screen
•Sports gaming

16. 6: Make it mobile-enabled
• Won several prizes for creativity
• Didn’t work on mobile due to use of flash
• Huge opportunity lost in scale…
• 360 video interactive technology that
works on desktop AND mobile
• Started scaling since the PR received
by mobile launch
Stella Artois “Alice Eve” Budweiser 360 App

17. 7: Drive constant creative iteration
2009
First beer company
to do iAds
• 3.3x increase in CTR by
creative iteration
• (from 0.52% to 1.74%!!)
• Result: +48% vs iAd
CTR average

18. 8: Win over Latino consumers

19. 9: Advertise on platforms with scale
• 150 MM Users
• +400k music
downloads in
5 minutes for
Super Bowl
2012
• 150 MM Users
• Extended
reach of Super
Bowl 2012 spot
in 24hrs
following the
game
• Highest CTR
of any alcohol
brand work in
Pandora’s
history

20. 10: Killer ideas = Killer results
Shock Top April Fool’s “Virtual Sip” App - 2011
• 20,000+ downloads
• 45,000 hours of engagement and 175,000 webpage visits
to a brand new site
• 30MM+ Earned Media Impressions
• Shock Top Family sales +78% for the month of March

21. Q&A
Paul Chibe
Vice President, U.S. Marketing
Anheuser-Busch
@paulchibe01