Category: Titanium and Integrated
Advertiser: ANHEUSER-BUSCH INBEV
Product/Service: BEER
Agency: DDB
Date of First Appearance: Jun 1 2010
Entry URL: http://budunited.ddbchicago.net
Executive Producer/Show Runner: Evan Weinstein (RSA Films)
Executive Director of Integrated Production: Diane Jackson (DDB Chicago)
Executive Producer: Will St. Clair (DDB Chicago)
Executive Producer of Digital: Ashley Vinson (DDB Chicago)
Creative Director: Jason Karley (DDB Chicago)
Creative Director: Galen Graham (DDB Chicago)
Copywriter: Tyler Campbell (DDB Chicago)
Art Director: John Baker (DDB Chicago)
Executive Creative Director: Chris Baylis (Tribal DDB Amsterdam)
Creative Director: Tim Voors (Tribal DDB Amsterdam)
Director of Production & Operations: Peter Hayden (Tribal DDB Amsterdam)
Strategy Director: Ted Dooman (Tribal DDB Amsterdam)
Social Media Planner: Joey Duis (Tribal DDB Amsterdam)
Executive Producer: Tom Dunlap (RSA Films)
Executive Producer: Mary Lisio (RSA Films)
Associate Producer: Matt Green (DDB Chicago)
Production Company: (RSA Films)
Production Company: (Rocket Films South Africa)
Production Partner: (Media Monks)
Advertising Agency: (Grip Limited)
Media placement: 1 - :30 TV Spot - "Kick" - ABC,FOX,NBC,ESPN - June 10th, 2010
Media placement: 64 - "Bud House" Webisodes - YouTube Brand Channel - June 1st, 2010
Media placement: Various "Bud United" Banner Ads - ESPN.com & Several Websites - June 1st, 2010
Media placement: In Stadium "Bud United" Ads - 10 Stadiums In South Africa - June 1st, 2010
Media placement: Facebook Ads Promoting "Bud United Facebook Page" - Facebook.com - June 1st, 2010
Media placement: 37 - Twitter Pages For Bud United & Reality Show Participants - Twitter.com - June 1st, 2010
Media placement: "Bud United" Print Ads - ESPN Magazine & Several Others - June 1st, 2010
Media placement: Google Search Ads - General Keyword Placement - Google.com - June 1st, 2010
Media placement: Google Nexus One Phone - Specially Programmed Custom Android Application - Google Nexus One Custom Phone Application - June 1st, 2010
Media placement: "Bud United" Outdoor Signage - Billboards & Several Out Of Home - June 1st, 2010
Describe the campaign/entry
The agency is submitting "Bud United Campaign", our daily online reality show where 32 fans from 32 countries lived together in a house in South Africa during the 2010 FIFA World Cup™. The show was made as part of our client Budweiser’s Bud United campaign that tied into their sponsorship of the 2010 FIFA World Cup™.
As one part of an integrated campaign, we produced a highly customized YouTube brand channel to view the Bud House show. Then we integrated multiple social media channels, developed custom mobile apps for use by our cast to post online to their Facebook pages and provided an audience voting mechanism to influence the show as it was shot and edited over 31 days during the World Cup.
Describe how the campaign/entry was launched across each channel in the order of implementation
Four to six episodes were uploaded per day via a dedicated satellite uplink on Bud United YouTube Brand Channel. The back-end CMS system developed for the Bud United platform included all the standard video CMS functions and a solution to our South African bandwidth challenges, allowing for secure and reliable upload to YouTube by routing video uploads from our South Africa location, to a stable server environment in Amsterdam that automatically routed the videos to YouTube.
Additionally, we developed an app for the Android Mobile OS mimicking the Facebook interface allowing reality-show participants to post their updates in a familiar environment from dedicated Nexus One phones, even though the updates were sent to a separate back-end system for approval by social media producers prior to going live.
This same back-end system used Google Translate to allow producers to review updates in English even when participants posted in their native language.
Give some idea of how successful this campaign/entry was with both client and consumer
The Bud House earned over 4.2 million channel views on YouTube, making it the #1 most viewed branded YouTube channel.
Bud United also became the #1 beer Fan Page on Facebook, earning 1 million fans, while the Facebook Paint Your Face application generated 2.7 million painted faces, equaling 200 million social media impressions.
In the first two weeks of the World Cup, Budweiser shared a 4.9% share of online conversation compared to its rival Carlsberg with 2.4% share. And in total, earned over 1.4 billion impressions and more than 19 million consumer engagements, far exceeding planned goals on both measures.