Cannes Lions

Budweiser: Clydesdale Cam

AB INBEV, New York / ABINBEV / 2018

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Overview

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Overview

Description

Having a Super Bowl that doesn’t include Budweiser’s iconic Clydesdale horses didn’t seem right. Unfortunately, we couldn’t bring the Clydesdales to the people this year, so we needed to find a way to bring the people to the Clydesdales. Knowing millions of people would be using second screens to get the most out of the game, we decided to have the horses host their own Super Bowl party and live stream it on our Facebook page.

Using a five second TV ad that appeared during the game, we invited everyone to visit our Facebook page and join the party. Those who did were treated to the Clydesdales enjoying their Super Bowl party live from their stables – which included a lot of walking around and munching on apples and carrots. For Clydesdale lovers everywhere, it was a silly, irresistible way to see their favorite Super Bowl stars.

Execution

We threw the Clydesdales a Super Bowl party right in their stables, complete with carrots, apples, and a rolling camera. From there we let the Clydesdales just do their thing, because in order to be a true second screen, simplicity was key.

The video streamed live on Facebook and Twitter for a large portion of the game, and was supported by both the on-air messaging and a robust social plan.

Because the Clydesdales have thousands and thousands of devoted fans throughout the country who look forward to seeing them every year, we wanted to make sure everyone who might be missing them in our Super Bowl commercial was directed toward our livestream. A team in a war room monitoring social media during the game directed people to our livestream through 1:1 engagement.

Outcome

The Clydesdale Cam was an instant hit with viewers. Despite all the action of an exciting Super Bowl game, our livestream viewership spiked immediately after the on-air messaging. The Clydesdale Cam had 1.4 million viewers and 24,000 organic shares. In the end, people couldn’t get enough of the Clydesdales and spent more than one million minutes viewing the livestream – all for a cost of just $87,000.

Most importantly, we made sure America didn’t miss out on an iconic Super Bowl tradition.

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