King Of Fears
Budweiser
Integrated Campaign
Worldwide, beer sales are traditionally down in October. We identified Halloween as an ownable occasion that could reverse this trend for Budweiser.
So, how do you get a beer brand to own Halloween?
Design a special red beer and call it Bloodweiser.
Create Clydesdale-inspired Halloween masks for people to customize at clubs and bars.
Make a music video that seeds the ritual of drinking Bloodweiser and wearing the Budweiser Clydesdale mask while going on pub crawls.
Pop star Kehlani and Grammy Award winner Ryan Tedder co-wrote the soundtrack for the video. It tells the story of an epic Halloween night, following revelers from dusk till dawn, culminating in the summoning of a mythical creature. A majestic black horse, known as the King of Fears Clydesdale, acts as the catalyst for the night.
This program was launched in 17 countries and inspired a live experience across nine cities in China. Digital teasers, TVCs, print, and OOH were created to tie the 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 increased sales by an average of 28.5% in most markets during October.
TVC :60
