Budweiser: 2011 responsible drinking

Stella Liu

Campaign details

Brand owner: ABInBev
Agency: wwwins Isobar, Shanghai
Brand: Budweiser
Country: China
Channels used: Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Mobile and apps, Online video, Social media, Word of mouth and viral
Media budget: 500k - 1 million

Executive summary

Amid a public opinion environment of anti-drink driving, Budweiser launched a campaign to increase consumers' brand preference and create PR talkabouts with the overall goal of raising awareness of how to drink responsibly.

From March to September 2011, Budweiser called upon consumers on China's hottest social platform, Sina Micro Blog (Sina Weibo), to make a commitment to: 'No Drunk Driving, I Do' and perhaps win an annual free substitute-driving service with a famous car and a beautiful driver.