users opted-in via Twitter’s “Heart to Remind” card
video view rate compared to platform benchmark
of all big game advertisers to tease and launch a Super Bowl spot
Super Bowl is Budweiser’s most important campaign each year, and the popular alc-bev brand wanted a unique way to build early buzz on social for their traditional TV spot. In partnership with Code3 and a creative agency, Budweiser was the first in the Anheuser-Busch portfolio to leverage Twitter's 'Heart to Remind' card. Code3's media team took this approach in an effort to give those who opted in early access to the brand's Super Bowl commercial spot.
“ Super Bowl is undoubtedly Budweiser’s biggest campaign of the year, and we wanted to make the pre-release of our commercial a highly anticipated viewing occasion. Through the collaborative efforts of Code3 and our creative agency, DraftLine, we were able to develop a pre-launch strategy that not only drove incremental engagement and views for our campaign but also drew on a native user behavior within the Twitter platform. ”
A teaser video was shown in feed to beer drinkers and users interested in the NFL and Super Bowl content. This audience was encouraged to 'heart' the tweet containing the video to receive a reminder to watch the full spot before it aired on national television. Budweiser was able to serve the full TVC spot to consumers who opted in at no additional paid media charge. In turn, this initiative generated a qualified retargeting pool and increased the overall frequency of the campaign.