How experiential marketing is evolving

Chris Warren

Anheuser-Busch has long relied on experiential marketing to strengthen consumer connections with its brands, yet the COVID-19 pandemic has halted in-person gatherings altogether and forced companies like Anheuser-Busch to adapt their approach to experiential marketing.

Anheuser-Busch has long relied on experiential marketing to strengthen consumer connections with its brands, which include Budweiser, Michelob, and Stella Artois. Beyond massive events like the Bud Light Super Bowl Music Fest, Anheuser-Busch has recently found success with campaigns such as MOVEMENT by Michelob ULTRA, which focuses on promoting a healthy lifestyle, and the Bud Light Dive Bar Tour and Bud Light Seltzer Sessions, which expose fans of the brands to various music, such as Brad Paisley and Lady A, in unique settings.

Whether it's with music, sports, gaming, or lifestyle, Anheuser-Busch has seen experiential marketing as central to its...

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