Anheuser-Busch launches mobile gifting pilot campaign on Facebook
Anheuser-Busch has teamed up with Gratafy to launch a mobile gifting pilot on Facebook designed to enable real-time connections between the beer brand and its customers.
A series of Anheuser-Busch campaigns will target consumers nationwide in their Facebook News Feeds, giving them the ability to send friends a Budweiser (budweiser.com/budsforbuds) or Bud Light (budlight.com/birthday) in select cities, beginning with Chicago and Denver.
Gratafy has developed patent-pending point-of-sale (POS) integration technology that enables a seamless in-venue redemption experience at partnered restaurants and bars. The POS integrations also allow Gratafy to provide brands with analytics.
"For brands, mobile-first experiential marketing is the next frontier, but thus far campaigns have proved difficult to effectively execute and measure." said Brian Erke, CEO and cofounder of Gratafy. "With Gratafy, Anheuser-Busch can activate a digital campaign that leads to a consumer enjoying a Budweiser at their favorite local bar, while also providing transparency into the relative success of each campaign. It's a win for consumers, restaurants and brands alike."
Anheuser-Busch is launching a Facebook advertising campaign giving consumers nationwide the ability to digitally purchase a Budweiser for friends in Chicago or Denver. Gifts are immediately delivered via email, Facebook or text and recipients will be able to choose the Gratafy partner where they would like to claim their Budweiser. Recipients can then redeem their gift when they visit the selected bar by providing the server with the three-digit code generated by their confirmation email.
Additionally, Anheuser-Busch will run a second Facebook campaign giving consumers nationwide the ability to send friends in Denver with an upcoming birthday a free Bud Light. Gift recipients will have the option to redeem their Bud Light at one of the many Gratafy partner bar locations across Denver.
For both campaigns, Gratafy will serve as the delivery and redemption vehicle for Anheuser-Busch to digitally distribute their product, provide a localized and personal interaction with the customer, while also capturing insights and analytics about the experience.
The Buds for Buds and Bud Light Birthday pilot programs were created in collaboration with AKQA, Anheuser-Busch's digital innovation agency of record, and Facebook's Creative Shop.