Bring value back to real friends in the "social media" era.

We created a movement, the #RealFriendsChallenge, in which our target challenged their virtual friends by asking 3 questions only a real friend would know the answer to.

We used the most commonly asked questions in the challenge, and used them on our digital film: An experiment with a real guy, who challenged his Facebook friends to answer the questions on a real place and set up. Face to face.

In only 3 days, the experiment had millions of views, thousands of interactions, and even became part of the news. Today “Experimento” is the content with more views, interactions, and reach in Bud Light Mexico’s history, achieving a 97% positive sentiment.

In this day and age, social media was disconnecting real friendships, but by using big data, we helped rekindle them one more time.