![]() See and hear the spots by clicking on the Creative Works box below. The campaign will live in the digital realm, with no plans to be on terrestrial radio, on Bud Light social platforms, as well as on internet streaming radio like Spotify and Pandora. Taking it a step further, the creative team spent time in a war room with the singer doing one-to-one responses with consumers on social based off tweets, and fans are encouraged to tweet Bud Light for a chance at a custom salute. People today spend so much time on the internet and in many ways embody some of the people we’re honoring and we think that’s why this campaign will resonate,” said Mason. We also have some scripts that really lean into specific communities like ‘Person Who Sorts By New,’ which is tailored specifically for Reddit users. For example, we saw a lot of conversation around middle school emails and video streaming login sharers, so that helped validate some of our creative. “Many of these heroes were born out of social listening. In finding new ‘heroes’ to honor the brand took to social media for the new generation that could be recognized and talked about. But he stated that reviving the campaign was meant to elicit some nostalgia, bringing back not only those who were familiar with it, but also something that would resonate with the new generation that may have missed it. No one knows the true reason Leonardo used mirror writing, though several possibilities have been suggested: He was trying to make it harder for people to. He noted that Bud Light is a brand that likes to have fun and be humorous, which he says the new take on the iconic campaign does. We like to think that these heroes are relatable and many of us know one or all of them in some way and that’s what makes these spots great.” In the same way we highlighted everyday heroes years ago, we’re doing the same thing now, just optimized for the digital age. ![]() “While this might be inspired by an iconic, older Bud Light campaign, it is very much optimized for today’s consumer. Over the years, we’ve received tons of requests from fans to bring back the spots for years and we want to continue to engage with consumers in interesting ways from a digital standpoint and that’s exactly what this is,” he said. “We are always looking to engage and have fun with consumers online in unique ways and sometimes that might mean tapping into the archives. The Drum talked with Conor Mason, Bud Light’s digital director, about the revival of the campaign. ![]() But for those who remember the original, it will bring a bit of nostalgia to the forefront. “We are actually going to create content that is personalized to them with the singer singing back to them,” Mason says.The current campaign follows the same format, but instead of DDB, the agency is Red, part of Endeavor Global Marketing, and instead of Stacker and Bickler it’s singer Brandon Beilis and voice-over artist Dave Steele. ‘Video Streaming Login Sharer’ will be running on Hulu and some other video streaming platforms.”Īlso, on Twitter today, Bud Light will respond directly to users who tweet about why they should be an internet hero. ‘Person Who Sorts By New’ is very specific to Reddit. Says Mason: “You can see how ‘Snapchat Lens Creator’ fits itself perfectly for Snapchat. The brewer will give it highly targeted paid support across various social platforms. “The core of Bud Light is always fun and connecting with young people and we think this is a great way to do it,” Conor Mason, director of digital marketing for AB InBev, says about “Internet Heroes of Genius.” (Brandon Beilis does the singing and Dave Steele is the VO.)ĪB InBev representatives stressed that the effort is a supplemental campaign that does not replace Bud Light’s ongoing “Dilly Dilly” campaign by Wieden & Kennedy. The voiceover and singer’s voice sounds nearly identical to the original ads, but the brewer confirmed that it is using new talent for those roles. The new version of the campaign is by Red, a division of Endeavor Global Marketing, in collaboration with the brewer’s new in-house agency, called Draftline. ![]()
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