Why is this work relevant for PR?

During the quarantine, epidemic period, many brands that heavily rely on offline trade channels are confronted with huge crisis in business. Faced with such a dilemma, we decided to create the innovative "cloud rave + live stream model" to provide more enterprises with a way to ride over the crisis and get out of swamp together.

Background

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?

Describe the creative idea (20% of vote)

Building B1 EDM Club, Budweiser introduced ‘drinking at home while cloud-raving’ as the new way to connect with others during quarantine. Budweiser shifted offline channels - closed clubs and DJs unemployed, online, creating live-stream raves at brand Tmall store. This cloud rave + live-stream model, re-created happiness for consumers and re-ignited business for partners and brand.

Describe the PR strategy (30% of vote)

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.

Describe the PR execution (20% of vote)

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.

List the results (30% of vote)

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.

Please tell us how the brand purpose inspired the work

During the quarantine, epidemic period, many brands that heavily rely on offline trade channels are confronted with huge crisis in business. Within one week, Budweiser were quickly with the innovative "cloud rave + live stream model" to rejuvenate the entire industry.