Budweiser had sponsored the FA cup; they’d run successful campaigns around the World Cup and now they wanted to build on this success. They needed to cement themselves as a credible voice in the world of football.
The Story Lab knew that understanding their audience was key, and, tapping into their behavior was the way to become part of everyday footballing conversation. We knew that their ideal audience was into playing football, sharing content, and, well, boasting.
In answer to this we launched Budweiser Dream Goal, in which top Sky Sports pundits invited viewers to send in videos of incredible goals scored in amateur games. We chose the best submissions, which were then shown in the ad breaks during live games. It celebrated Budweiser as a champion of grassroots football, but more importantly than that, it gave scores of Budweiser’s audience plenty of content to share and talk about. It also furnished the winners with a pub-boast that would last forever!
People got stuck in and sales rose by 4%. The central video got an unprecedented engagement rate of 37% and we doubled our target for the number of entries. Meanwhile, Budweiser’s website received 300,000 views, and we got a whopping 8.5m views on Budweiser’s social channels.