Readers of the print edition of Beverage World each month may be familiar with our Connections section, where we look at how the emerging world of social media is being harnessed by beverage companies in their marketing programs. In the upcoming April edition, I explore some of the ways Anheuser-Busch is making use of social media to create deeper connections with its Budweiser consumers.
One of A-B's recent successes in this area was around a Super Bowl ad it ran in Canada, called Flash Fans 2012. It's a really great ad and I suggest you click on the link if you haven't already seen it.
When I interviewed Budweiser's global marketing director, Jorge Meza, for April's Connections article, he gave me a little bit more background about the ad:
“It’s such a moving piece,” he said. “it gives consumers a little bit of the flavor of what it means to live a dream.”
Meza says the response to the ad has been, "amazing," adding, "What’s interesting is that this video started only on Facebook and because of the viral power that it had, it very quickly generated half a million views. So, even before we actually had shown it during the Super Bowl, it was racking up views and a lot of buzz online. So by the time it was in the Super Bowl it was already a phenomenon in Canada.”
You can watch it here: Flash Fans 2012