THE CHALLENGE
A scalable, energizing, month-long big campaign idea built on Budweiser’s brand ideal of living life freely which leverages as a drinking occasion for target 19 - 24, celebrating with friends and expressing their true self.
INSIGHT
Different people in our target, 19 - 24, celebrate Halloween differently. And no way of celebrating is more popular than the other.
POSITIONING
Budweiser gives you the freedom to celebrate Halloween however you want.
(Personal project)
Collaborated with 3 group members
Project role: Art director
OCT 1
TEASER, EVENT PAGE
EVENT PAGE
Set up a Facebook page to invite people to join the pop-up event from October 11 to November 1.
OCT 3
GUERRILLA
In some subway stations around universities, we will have weird guerrilla pieces that have the potential to get viral.
RETAIL (PACKAGING)
Release limited edition packaging for retail with the incentive of prizes to increase sales.
Example of what you will see inside the popup. A house that not about scary.
Win admission to the Budweiser's House of Wack
Win a customized Budweiser
Win an original Budweiser Keg
Budweiser will release pop-ups, in populated Canadian cities, called House of Wack. These will be like a haunted house, only it’s not haunted, it’s just freakishly weird. This pop up will also have a bar/club-like space where you can party and buy Budweiser thus increasing sales, with good music.
PRIZES
By open the bottle caps, the customer may have a chance to win a prize. The prizes will be:
OCT 11
Popup - Budweiser home of Wack, Teaser #2, Snapchat story
REMINDER TESTER
SNAPCHAT
Snapchat store and geofilters during Oct 31.
CONSUMER GENERATED
We expect to get a lot of consumer-generated content which will be featured on our social media throughout the month and even a week after Halloween to wrap things up.
