Budweiser has been trying to encourage people to order beer with their home takeout in China with a campaign that revolves around a slot machine.
As home delivery orders soared during the pandemic, Budweiser wanted to boost its sales, as beer made up on 3% of orders. Agency Serviceplan Shanghai teamed up with food delivery service Eleme to encourage them to think about beer and food combos.
The three-day campaign consisted of digital and physical slot machines that suggested thousands of different combinations of meals to have with Budweiser, each with their own icon and slang name.
The physical machine was installed in a Hema store in Shanghai while on food delivery apps, the digital version also listed customized beer combos available. Within three days of the campaign launching in China, 138,944 Bud beer combos had been sold.
“It’s always a beer brand's pain point to activate the food delivery platform. Beer is not a consumer’s destination purchasing category like food, so the question is, how to attract the consumer’s attention? said Mora Ma, associate marketing director at Budweiser in a statement. "Great creative comes from a common insight ‘what to eat today?’. Through the activation we successfully changed Bud from a ‘nice to have’ to ‘must-have’ in the food delivery realm."