Case Study: SuperBowl Mobile Campaign
In 2007 Anheuser-Busch introduced an innovative way to bring the success of our SuperBowl commercials to the mobile platform via text voting. The program also launched a highly successful IVR campaign that lasted well into the third quarter of 2007 We have experienced continued success in 2008 with the program and our enhanced WAP site and look to continue to grow the mobile program for SuperBowl in 2009.
Tim Murphy, Senior Manager, Digital Marketing, Anheuser-Busch

• We really need to start with the idea
  • everything else is an outcome
  • • (agreed)
• Budweiser text campaign extended TV initiative into other spaces
  • added coolness factor to creative
• Budbowl 2007
  • opt in consumers got the ability to rate creative
  • messaging received to view a secret spot (apology bot 3000)
    • apology bot 3000 was extended and still lives on today
  • The campaign started online as a soft launch and was optimized as it moved forward