The CMO Learnings At Budweiser Poolball?

Last week I covered Heineken StarPlayer. Now Budweiser combines men, football and beer in a clever way with Poolball. CMO’s interested in smart branding, we suggest you read along…

The Budweiser Poolball is a concept created by Ogilvy Argentina. The campaign was launched at an event for 600 people, who played in teams of two, on a pool table over 7 meters long.

The event was broadcasted live on Fox Sports and ESPN. And probably the video will get legs and become a viral weapon of mass affection soon.

Last ten years, through close observations, we have determined how Budweiser injects intensity into their online “commercials”, turning them into experiences that truly matter to male consumers and football lovers.

So what could CMO’s learn from innovative brands like Heineken and Budweiser? An attempt below.

The 10 CMO Learning’s:
1. The right DNA: dream, dare, do!
2. Try and learn, allocate budget for innovations. No guts, no glory.
3. Gather analytics and insights. Use i.e. ViralTracker for online videos.
4. Measure and map conversations. Use i.e. Sysomos for social monitoring.
5. Go beyond mass marketing, reach and frequency on TV. Online
6. Short term social campaigns: hire the best creative social team.
7. Long term social programs: hire the best engagement strategists.
8. Discover your social VSPOT, pull your targets gently through your funnel.
9. Smart outreach to influencers will help.
10. Build relationships with fans, embed integrity and continuity.

Basically, marketing has not changed that much. Do what you have been doing, but keep closing the loop.

Focus on real consumer insights and examples of creativity that will re-engineer your brand experiences from the ground up.

That all starts with a smart CRM and long term strategy. Build mutual beneficial relationships between your brand and fans.

Create your own powerful earned media channel (community or tribe) around your brand.

Start an ongoing dialogue with your fans. They will take your brand and business objectives to the next level, towards preference, loyalty and advocacy.

If consumers, trusted peers or authorities praise your brand in a spontaneous and genuine manner, it will have enormous and positive impact on your brand…

How did Poolball made you feel? What CMO learning’s are you willing to share?

Source: Ads of the World