Title | B1 EDM |
Brand | BUDWEISER |
Product / Service | BUDWEISER EDM LIVE SHOW |
Category | I07. Corporate Purpose & Social Responsibility |
Entrant | BUDWEISER CHINA Shanghai, CHINA |
Idea Creation | BUDWEISER CHINA Shanghai, CHINA |
Name | Company | Position |
---|---|---|
Leo ZHANG | draftLine(Budweiser) | Executive Creative Director |
Daniel Wang | draftLine(Budweiser) | Creative Director |
Lei Zang | draftLine(Budweiser) | Associate Creative Director |
Serena Tian | draftLine(Budweiser) | Senior copywriter |
Hazel Xu | draftLine(Budweiser) | Art Director |
gaga Shen | draftLine(Budweiser) | Art Director |
Yuki Yu | draftLine(Budweiser) | Planner |
Chace Chen | draftLine(Budweiser) | Project Manager |
Amanda Wang | draftLine(Budweiser) | Project Manager |
Covid19 brought huge crisis to beer industry, especially to our trade partners, with the act of quarantine. Devastated nightlife partners, overstocked beers, trapped and bored consumers. As the “big brother” who is leading the industry, what is Budweiser’s game plan?
During the pandemic, thousands of nightclubs had been shuttered and the nightlife industry struggled to survive. Consumers drank at home while facetiming with friends as the new way to socialize with others. We shift channels from offline to online by co-work with POCs(club) to host DJ live party as the new way to connect with consumers. First time we create virtual clubbing content / EDM fest live stream room on EC and build up as tailor made IP.
Starting in Feb, 2020, the peak moment of covid-19 in China, Budweiser shifted battlefield from offline to online EC. B1 went from 0 to 1 in just a week. In collaboration with more than 10 night clubs and DJs, Budweiser Tmall flagship store launched cloud-rave live shows, with a frequency of 2 times per month.
The B1 model enpowered over 10 nightclubs across China back to business, over 2 million fans reignited their passion. B1 Tmall GMV reached 1.28 million USD, 36X EC GMV year-over-year. Achieved 2500% ROI.
With EDM gene running in its blood, Budweiser China shifted offline business model online, empowering unemployed DJs and closed night clubs back to business. Budweiser leveraged special Taobao platform resources, and created a brand-new‘cloud rave + live-stream model’EC live model, refreshing traditional digital marketing tactics while bringing win-win-win case for both brand, trade partners, and digital platform.