Brand Experience: Live
This category showcases how a brand experience beyond traditional advertising can be created. Work that brings a brand or product to life and interacts with a specific target through live experiences should be entered.
Budweiser Goal-Synced Arena
Budweiser had to build relevance among hockey-loving beer-drinkers in a cut-throat, declining market and break through massive hockey sponsorship clutter, led by their #1 competitor. Our response? Don’t think like a sponsor, think like a fan! Through a powerful, live activation, we literally put goal-scoring into the hands of fans, helping them celebrate their teams. We created the ultimate fan experience by building Canada’s first goal-synced arena: a broadcast integration centred on activating thousands of goal-triggered Budweiser Red-Light glasses. This highly-effective approach drove impact and deepened their connection to Budweiser.
Client: Labatt Breweries of Canada
Agency: Universal McCann