Cannes Lions
Go Head-to Head with Georges St.Pierre
ANOMALY, Toronto / AB INBEV / 2018
Overview
Entries
Credits
Overview
Description
Experience Georges St-Pierre’s game plan
Bud Light created a refreshing POV demonstration of what Georges’ opponent could expect at UFC 217. Viewers experienced a first-person perspective of Georges’ punches, kicks and takedowns, with a climactic ending to rally Canadians to support his return.
The results were some of the highest engagement scores ever for Bud Light and, ironically, the fight itself resembled much of what happened in the video. This created a second wave of conversation on the video after the fight.
The effort demonstrated how big of a fan Bud Light was, but it also engaged fans in a way they’d never experienced before.
Execution
Bud Light created a :46 POV video from the position of Georges St-Pierre’s opponent/sparring partner with subtle cues that gave the indication that Georges was fighting his UFC 217 opponent, Michael Bisping.
The video was promoted nationally across Canada in French and English living on Instagram, Facebook and Twitter. The video was promoted on Bud Light’s, Georges’ and Bruce Buffer’s channels as a combination of paid and organic media.
The video went live 3 days prior to the anticipated return of Georges at UFC 217 when the hype and chatter of the fight was at its highest.
Outcome
Total Impressions 7,984,720
Cumulative Social View Count: 2,231,306
Reach: 2,984,482
Using Georges’ fans as a gauge for success, we can say this content undoubtedly resonated on another level.
On GSP's official Facebook page, his prior 10 posts garnered an average of 227 Shares per post.
Our video amassed 8,922 Shares, a 3,830% lift.
His prior 10 posts garnered an average of 205 Comments per post.
Our single video has 3,865 Comments, a 1,774% lift.
His prior 10 posts garnered an average of 3,402 Likes per post.
Our single video has 33,240 Likes, and climbing, an 875% lift.
On GSP's official Twitter page, his prior 10 posts garnered an average of 115 Retweets.
Our single video has 1,030 Retweets, a 796% lift.
On GSP's official Instagram page, his prior 10 posts garnered an average of 27,234 Likes.
Our single video has 93,852 Likes, a 245% lift.
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