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Anheuser-Busch's Super Bowl Marketing Looks To Grab More Millenials Via Social Media

Anheuser-Busch is "stepping up its social outreach for Super Bowl XLIX, including an Instagram fan-video contest, to win over a new, younger generation of drinkers," according to Michael Barris of MOBILEMARKETER.com. A-B is "putting resources into engaging millennials on social before, during and after the big game" as a way to "get its star brands into the hands of the 18-to-34 age group." A-B Marketing Communications Manager Nick Kelly said, "It’s not a commercial anymore, it’s a campaign and a strong digital plan is just as important as the Super Bowl ad-buy itself. Our pre-Super Bowl commercial release strategy has become extremely valuable for gaining momentum heading into Sunday." Barris notes A-B "traditionally has been among the largest buyers of commercial advertising time on the Super Bowl broadcast." Although the commercials are a "widely-anticipated part of the show, millennials’ penchant for multitasking while consuming media has given the beer maker an incentive to begin leveraging more ephemeral social communication platforms." For example, Bud Light fans in the Instagram video contest "are asked to live the 'Up For Whatever' messages" found on new bottles and "join the brewer at the Bud Light House of Whatever" at the Super Bowl on Feb. 1. A-B also recently "launched the Bud Light Button, a beer delivery app that lets users order Bud Light with a tap of the finger." Users of the app "scan their credit card for repeat purchase," and the app "then tracks the user’s current location." Consumers "can order between one to 100 cases of beer and get it delivered in under an hour by Klink, an alcohol delivery app that uses independent retailers to fulfill deliveries" (MOBILEMARKETER.com, 1/20).

BANG FOR THE BUCK: USA TODAY’s Laura Petrecca reported eight students from the Culinary Institute of America on Saturday were “showing off their cooking chops in a bid to win scholarship money and a trip to the Super Bowl via PepsiCo’s ‘Game Day Grub Match’ competition.” The contest from PepsiCo is “yet another corporate-created marketing move to make the most its multi-million-dollar Super Bowl sponsorship investment.” The chefs’ final dishes “could come to fruition only after they saw the PepsiCo products provided as potential ingredients.” The contest will launch today on gamedaygrubmatch.com. It is just “one of many brand-promoting maneuvers that PepsiCo has cooked up for Super Bowl XLIX” (USA TODAY, 1/19).

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