Budweiser extends sports sponsorships into bars via M2M wireless, social
Budweiser?s interactive beer tap handles that flash and display messages to mark sports highlights are going into 8,000 bars nationwide, with social media integration in the works to drive mobile engagement.
The result of collaboration between Anheuser-Busch, Sprint and Mesh Systems, the flashing tap handles have been used in a select group of bars and restaurants to celebrate touchdowns and home runs. The goal is to also integrate social media to deepen fan engagement via mobile phones.
?This type of integration shows Anheuser-Busch's focus on innovation and their understanding of the need to enhance the on-premise experience in a unique and relevant way,? said Tom Edwards, senior vice president for s??trategy and innovation, digital, with The Marketing Arm, Dallas.
?This also shows the future state of mobile marketing where there is a strong integration between digital and physical experiences.?
Budweiser did not respond to media inquiries.
Distinctive technology
After initial tests proved successful, Anheuser-Busch has been installing the interactive tap handles in bars and restaurants across the country where permissible by state law.
Flashing taps in Budweiser YouTube video.
Along the way, the tap handles have been enhanced with technology that allows them to display a message that is dynamic based on the sport and team. Restaurant and bar managers can also program them to display specific promotional messages.
In time, the beer tap handles will also interact with social media platforms to create even more fan involvement. More than 8,000 are expected to be in place this fall in select states.
As the platform evolves, it will also be used during other sports, such as basketball and motor sports.
Anheuser-Busch initially brought the idea for these "Interactive Tap Handles" to Sprint, asking its long-time business collaborator to develop a distinctive technology that would make Anheuser-Busch an inherent part of watching televised sporting events at bars and restaurants. Sprint teamed with Mesh Systems to launch a system that would connect thousands of on-premise locations to the on-field action at stadiums across the country.
Using Sprint's wireless machine-to-machine expertise and Mesh Systems' cloud based Internet of Things/machine-to-machine platform, a test of the interactive application was first performed in 100 bars and taverns in Denver in the fall of 2012 and at Bud Light Hotel in February 2013.
Connected World Magazine recognized the technology in June 2013 when it presented Anheuser-Busch, Sprint, Mesh Systems and Microsoft with a Gold Value Chain Award in the M2M and Connected Devices category for Consumer Packaged Goods.
As a big sports sponsor, Budweiser?s mobile forays are a way for the brand to extend the reach of its sponsorships.
Earlier this year, the brewer leveraged a new Twitter voting mechanism as part of its 2014 FIFA World Cup Brazil promotion, enabling fans to view side-by-side player photos before casting their vote for each game?s top athlete.
It made sense for Budweiser to leverage Twitter to activate its sponsorship of the World Cup as fans and attendees for major live events increasingly look to the platform to engage in real-time with related content. With much of this activity happening from a mobile device, it is key for marketers such as Budweiser to make sure such activations work seamlessly on mobile.
Budweiser?s marketing campaigns often employ innovative uses of mobile.
Two years ago, in a significant new mobile marketing push, Budweiser launched a campaign that enabled customers to trace the origins of their beer by scanning a QR code on its packaging.
Local beer
The ?Track Your Bud? digital campaign included a free mobile app in addition to the 2D bar codes appearing on bottles to provide visibility into the Budweiser brewing process. The goal was to address the interest in quality and ingredients that many beer drinkers display.
Using mobile to enhance the customer experience.
The campaign highlighted that while Budweiser may be a national brand it is also a local beer that is produced by individual brewmasters at 12 breweries across the United States.
Users saw videos and content related to the specific brewery and brewmaster that produced the beer in their hands.
The Track Your Bud platform also integrated with Facebook to connect beer drinkers across the country with each other through the Budweiser they held in their hand.
?Budweiser and Anheuser-Busch understand that the role of mobile has expanded and they are constantly looking for new and innovative ways to connect with consumers in a relevant and contextual way,? Mr. Edwards said.
?The focus on integrating below the line on-premise activation and connecting that with above the line campaigns in a seamless way that provides local relevance is another example of how they are focused on innovation that ultimately drives the business.?
Final Take
Michael Barris is staff reporter on Mobile Marketer, New York.
