Instead of hosting a big red carpet Hollywood premiere, Budweiser did something more powerful: A special screening in the field where Cesar Chavez began his quest for social justice, "The Forty Acres” in Delano, California. The VIP guests were the heroes of the story, 1,100 farm workers, some of whom fought alongside Chavez, and enjoyed the movie in their native language.

The objective was to provide a once in a lifetime experience and connect with the core audience, and then to amplify the event via social media to showcase the brand´s support for Latinos in unconventional and innovative ways.

The event received national and international earned media coverage, generating 12 million impressions in just one day. It was shared in every social media channel by celebrities, the people who attended the event and every Association that supports the workers. The video of the event reached half a million views on YouTube in just 5 days and reached 1,700,000 people across social media.

Engagement rate around the content nearly doubled Budweiser’s benchmark for good engagement.