Budweiser: 2011 responsible drinking
Stella Liu
Campaign details
Brand owner: ABInBevAgency: wwwins Isobar, ShanghaiBrand: BudweiserCountry: ChinaChannels used: Internet - display, Internet - general, Internet - microsites, widgets, Internet - search, Mobile and apps, Online video, Social media, Word of mouth and viralMedia 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...