Harbin Beer: The World Cup isn't a sporting event
Matt Che, Joslyn Wu and Ed Tsue
Campaign details
Brand owner: ABInBevLead agency: BBH ChinaContributing agency: IM 2.0 and Starcom MediaVestBrand: Harbin BeerCountry: ChinaIndustry Beers, lagers, stouts, ciderChannels used: Content marketing, Internet - display, Internet - general, Online video, Other and ambient media, Outdoor, out-of-home, Packaging and design, Point-of-purchase, in-store, Print - general, unspecified, Social media, Sponsorship - event, property, TelevisionMedia budget: Over 20 million
Executive summary
This case study describes how Harbin, a Chinese beer...