Speakers: Sam Pierce, Ganassi Racing; Tina Wung, Anheuser- Busch

1. Nothing Like It:
Innovation in Media & Sports

2. #SFsummit
Meet the Panelists
Sam Pierce
Manager of Digital & Social
Chip Ganassi Racing
@MsSamPierce
Tina Wung
Dir. of Digital Strategy & Innovation
Anheuser-Busch
@tina_wung
Josh Rickel
VP of Media & Entertainment
Spredfast
@joshrickel
YOUR HOST TODAY:
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3. #SFsummit 3
The Evolution of Social
The Evolution of Social

4. #SFsummit
With Challenge, Comes Opportunity
How do marketers maximize value for themselves,
their fans, and their consumers on the ever-growing
number of platforms?
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5. #SFsummit
CGR and Social Media
Social Integration in Racing: Providing Value Beyond a Logo
Sam Pierce
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6. #SFsummit 6
Who We Are

7. #SFsummit 7

8. #SFsummit
Evolving beyond just a throw in
1.Driver
2.Car
3.Sponsor
4.Team
USING #HASHTAGS TO GET BEYOND THE HOOD IN
AN UNCONTROLLED ENVIRONMENT

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Innovating & Activating Differently
Product UsePartner Campaign

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Value of
Discussion
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Thinking off the track & outside the Box
Digital AssetsWhat’s Next

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Looking to the future
New MethodsNew Spaces

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Anheuser-Busch’s
Approach to Social Media
Innovation
Tina Wung
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14. #SFsummit
AB’s social media strategy and execution have evolved
rapidly, driving us to become industry innovation leaders.

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We’ve evolved our strategy and
execution in major ways.
How
Where
What
Why
So What?

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How: First, we invested in ourselves.
DEDICATED DIGITAL STRATEGY & EXECUTION
TEAM
BEER GARAGE: ABI’S DIGITAL INNOVATION
CENTER OF EXCELLENCE

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Where: In the beginning, we built brand presences on
the major platforms.

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Where: Now, we pioneer brand partnerships with the
latest emerging platforms.

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What: We quickly invested in learning about & innovating again
content creation specific to each platform.

20. #SFsummit
@BeerMe
Why: We innovated ways to use mature platforms to test
proof-of-concepts for much larger business challenges.

21. #SFsummit
Why: The role of social has expanded from reach & awareness
to a variety of tactical objectives where appropriate.
• STRATEGIC ROLE: Reach & awareness to drive penetration and brand
health amongst Millennials
• TACTICAL ROLES:
– To drive a specific call-to-action
– Test new consumer behavior
– Test e-commerce innovation
– Gather and apply real-time consumer data
– Enhance physical consumer experience
– Drive engagement and loyalty amongst top consumers and influencers

22. #SFsummit
So What? We demand results and innovation
from mature platforms and ad products.

23. Q&A Time
Tina Wung
Anheuser-Busch
@tina_wung
Sam Pierce
Chip Ganassi Racing
@MsSamPierce