Anheuser-Busch InBev embraces mobile: Engaging beer drinkers with branded apps
Stephen WhitesideWarc
Sitting down with friends and discussing the problems of the day while sipping an ice-cold beer is a hallowed social tradition for drinkers the world over – and represents a key consumption occasion for the products of Anheuser-Busch InBev (A-B InBev), the world’s biggest brewer.
But the rise of smartphones and tablets, which has disrupted established patterns of consumer behaviour in all areas of life, has left the company facing a pressing question.
“If I am staring at a screen all the time, is...