Budweiser introduced the idea of Halloween as an adult party occasion to China. It was piloted in Argentina in 2015 and was part of a 17-country global campaign in 2017 and was the inspiration for a live experience across 9 cities in China. Digital teasers, TVC’s, print, and OOH were created to tie the entire campaign together.
Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions. Most important, Budweiser saw an increased volume share of 11%.