Insight Address Budweiser Tackles a New Approach to Content Erin Matts Global Director Digital Connections AB InBev

Budweiser: Sweating our Assets for Content Erin Matts Global Director, Digital Connections Anheuser-Busch InBev

It all began with FIFA 2010 As official beer of the 2010 FIFA World Cup™, Budweiser United beer drinkers around the world, and celebrate the game of football by bringing passionate fans closer to the game. GOALS 1.Generate 400 million impressions through bought & earned media Result: 3.8 billion 2.Achieve 10 million consumer engagements with the program Result: 19.2 million direct engagements 3.Match or out-rank global peers (Coke, Adidas, McDonald’s, Visa) Result: Consistently #1 or #2 sponsored channel – always above Coke Result: World Cup buzz above any other beer (2 to 1 vs. Carlsberg)

New outlets for social fandom We enabled a global conversation The speed and volume of the conversation took us by surprise It was largely an outlet for national pride and celebration When a country was out, fans transferred their passions Passion, competition and celebration created powerful bonds of friendship This is a very big space for Budweiser to play in

Not just “Ads”

The traditional approach Consider the asset of MLB in We concepted, tested and produced a :30 TVC for c.$500,000 -We aired the ad numerous times at a cost of several million dollars -We do the same for all of our assets -This is the traditional behavior of big companies

Creating ownable platforms By combining our assets under platforms -We appear larger within those assets and avoid being wallpaper -We unlock global economies of scale for our investments -We create a lasting participatory platform uniting our beer drinkers around what we own and what they love

First foray into content: The Big Time The First Global Social Reality Competition: The Big Time Millions of people from around the world are brought together to compete for THE SHOT OF A LIFETIME.

The world is connected by the dreams we share Model Race Car Driver Baseball Player Basketba ll Player Footballer Movie Star Hockey Player Top Chef Jet Pilot Social Good Rock Star Wiz Kid

Budweiser can make these happen And tell great stories along the way

Experienced content partners Production and DistributionShow Creation Evan Weinstein

New methodologies of testing Next*TV +“Digital” Research flow In order to measure online success, how we attract and engage the consumer for testing must be adapted for the online experience. However, digital ads are still expected to increase brand equity, communicate key message, and ultimately induce persuasion. NextTV Component Digital Component TV Results (One Score ) Reach Persuasion Brand Equity Key Message Digital Results Click Shareability Search for more info Digital AS if not combined with TV

Measuring potential virality Three key measures are defined to access the viral potential: 1.Likelihood to click on the ad: A significantly higher percentage of consumers agreed they would definitely / probably click on The Entrance compared to the norm. 2.Intent to search for more information: A significantly higher percentage of consumers expressed intent to search for more information about the product, relative to the benchmark. 3.Shareability of the ad: Consumers also expressed significantly stronger intent to share and the ad to their friends and family, as well as visit websites.

Moment by moment analysis NO OF SCENES: 56Emoti*Trace Increasing interest Interest levels off in the US and dips in the UK Interest rises and then levels off in the US and rises in the UK

Digital assets are the cornerstone

Tune-in drivers, vertically aligned

Healthy Brands – Strong Sales

Great content on a global stage Canada’s 2 minute Flash Fans mini film 1.7MM views in 48 hours Overwhelmingly positive buzz 7 global markets