Our young consumers feel the pressure to live up to others’ expectations of what and who they should be. They seek a self-directed life that is grounded, honest and authentic. Halloween for them is a no- pressure occasion to celebrate on their own terms. It is associated with a carnival-like occasion with permission to be different, have fun with light hearted horror/spooky theme. The spirit of Halloween is liberating, gives them a sense of empowerment because they can be anyone they want to be and dress in any way they want. Anything feels possible during this time.

Budweiser’s “to be free is to be fearless”, makes Halloween in China an occasion for our consumers to enjoy being fearless on their own terms. They now have the freedom to do and be who they want. That’s the ultimate release.

We maximized the Budweiser Halloween experience across channels to drive consumption.

First, we premiered hero video on social and entertainment platforms to create buzz and build anticipation in the first week of the campaign.

We partnered with top digital video sites and portals by using hero video content precisely targeted to our core audience and adapt messaging across the duration of the carnival.

Time & proximity to purchase was further tailored via disruptive OOH which included impactful LED screens, Metro corridors, moving haunted bars and Pop-up bars bomb in 12 cities.

We live streamed the Budweiser immersive events to scale Bud Halloween party nationally beyond those attending the physical events.

Lastly, we created a Full-Channel activation with unique Bloodweiser Halloween experience. We made this truly ownable our Halloween ‘Bloodweiser’ product, a blood colour beer was available only across this campaign Incorporated through both online & offline sales outlets.

In 3 weeks, Budweiser created the legend of Halloween in China.

Total Budweiser penetration grew by 2.3% YoY

Media results included 4.5billion impressions, 26.3million live stream views of bud events,

201 individual pieces of press coverage across TV, digital and social representing 2.2million US$ in earned media value.

Brand equity uplifted nationally (top 20 cities) among premium drinkers with

-‘Favorite Brand’ : +18% YoY

-‘Is a Trendsetter Brand’: +14% YoY

Budweiser successfully launched the world’s biggest Halloween party weekend in Oct 2016 in China. It created a new drinking occasion and elevated Budweiser’s trend-leading imagery. We inspired Millennial Chinese that Halloween as a no-pressure occasion without family obligations. We created the largest online & offline carnival amongst Millennials, allowing them to “party on their own terms” and continuing to drive Budweiser as a trendsetter. A 3-week integrated communication was designed to maximize the Budweiser Halloween experience across channels with leading-edge content and brand experience.

We inspired Millennials to celebrate Halloween by “Partying on their own terms”. The connection strategy allowed them to “Join the World’s Biggest Halloween Party”, and provided an experience that drove consumption with pre-promotion to drive every registration and e-commerce promotion purchase

Focusing on 2 consumer segments, ‘early adopters’ to influence ‘informed majority’. We uncovered Millennials are seeking Halloween content up to 3 weeks prior to Halloween. Hence, we transformed the campaign to a multi-week carnival providing multiple moments of consumption and culminating to one weekend of Halloween celebrations.

A 3-week integrated communication:

- Week 1: building anticipation

- Week 2: iconic stunt to kickoff Halloween

- Week 3: immersive event leads to the climax

We targeted these multiple moments to drive awareness and engagement through multi touchpoints with unique immersive experience.

Budweiser is the No.1 imported beer brand in China. Facing a huge pressure of declining drinking frequency, our primary objective is to create new consumption occasions while maintaining our trend-leading and premium imagery as our competitive differentiator.

Globally, Halloween has been identified as an adult-driven occasion and Budweiser wants to own and turn it into a cultural trend connected to Budweiser and its values. In China, Halloween is an emerging and alternative occasion for modern Chinese to have fun and liberate themselves. The challenge in China was to define, brand and own Halloween celebrations in China, creating a cultural trend that is connected to Budweiser’s brand and celebrated with Budweiser.