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How Budweiser increased customer engagement

Budweiser is an American brand of beer, owned by multinational beverage and brewing company AB InBev. Since its creation in 1876, Budweiser has become one of the best-selling beer brands in the world.

The challenge

Eagle Eye worked with several of their key partners to develop a promotional campaign offering customers a free bottle of Budweiser in Mitchells and Butlers pubs during the weekend of the 5th Round FA Cup 2017, of which Budweiser was an official sponsor.

• To increase customer engagement with the Budweiser brand during a popular sporting event
• To drive footfall into Mitchells and Butlers outlets during the four-day campaign
• To monitor the performance of the different media distribution channels used in the campaign

The solution

Working with Eagle Eye, Budweiser launched the social media campaign through Facebook, Twitter and the Budweiser website, as well as publishing press insertions in The Sun, Daily Mirror & Daily Star sports pages. Branded landing pages engaged customers with the Budweiser brand whilst they requested their voucher for a free bottle of beer. SMS messages with unique voucher codes were sent to customers using the Eagle Eye platform. These unique vouchers could then be redeemed in Mitchells and Butlers outlets including Sizzling Pubs, O’Neills and Oak Tree Pubs.

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The benefits

• The campaign achieved a 7.5% issuance to redemption rate and more than 700 redemptions
• Customer engagement with Budweiser brand from target audience
• Availability of campaign data in real-time across multiple media channels
• Valuable campaign data to inform decision making in future social media campaigns
• Increased footfall into Mitchells and Butlers outlets