Client: Anheuser-Busch Companies, LLC - an American brewing company.

Anheuser-Busch is a nearly two century-old American Brewing company. While a mega player in the beer, wine and spirits space, the company under-indexes during the traditional holiday season, November-January due to wine and liquor sales booming.

For this reason, we decided to tap into Black Friday/Cyber Monday, the shopping phenomenon that kicks off the holiday season. We leverage the cultural moment to create a branded campaign beyond brand. Our experience will delight ABI's prospective targets and turn them into purchasers.

The gaming industry and gamification have seen tremendous growth over the past few years. With COVID-19 forcing us to stay inside for most of 2020, consumers looked to virtual worlds and experiences to get out.

In order to stand out from the Cyber Monday clutter, we needed to do more than offer a promo code.

Cue: Gamification, a sector that has seen tremendous growth over the past few years. We lean into this with our own take on gamification that brings beer into the cybEErsphere.

We’ll extend Cyber Monday to the entire month of November and create CyBEER Month—30 days dedicated to celebrating life (and buying beer) online. The aesthetic will take inspiration from the dawn of the Digital Revolution, the 1980s, when home computers became ubiquitous, and video games powered the zeitgeist of the decade.

To promote CyBEER Month and ordering beer online, we’ll create an online experience that encourages users to explore a retro, virtual world of beer—the Cy-BEER-sphere.

Accompanying our social ads, we developed a Cybeer website where users would be taken to a retro style cyber pong game. Playing against a computerized opponent, winners would receive a unique promo code to order beer online at the end of the game.

Single and double retailer creative drove higher traffic to site than previous comparable campaigns.

User engagement beat benchmarks by +17%