Anheuser-Busch InBev embraces mobile: Engaging beer drinkers with branded apps

 

Stephen Whiteside
Warc

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 that preventing me from unplugging, going to a bar, hanging out with my friends and enjoying a beer?” was how Winston Wang, A-B InBev’s global director, strategic innovation, phrased this challenge while speaking at the Mobile Marketing Association’s MMA Forum in New York in May 2013.