Creating A Fully-Integrated Brand Experience
Impacting culture with a multi-brand, multi-channel livestream event.
HOW WE DID IT
Anheuser-Busch wanted to strengthen its relationship with Hispanic consumers and promote authentic Hispanic culture, particularly during the Cinco de Mayo season. However, the occasion had been historically celebrated by non-Hispanic audiences. Anheuser-Busch needed to find a new way to reach its target audience.
Mosaic partnered with Anheuser-Busch to create Reventón De Verano, a first-of-its-kind hybrid livestream experience that featured leading Latin music and culture pioneers. The campaign started with 1,800+ retail executions that drove stock-up and awareness to tune into the livestream event. Digital and social promotions, e-commerce partnerships, radio buys, and influencer unboxings all drove consumers to a branded interactive website to RSVP through Anheuser-Busch’s loyalty program.
A partnership with UFORIA (Univision’s music arm) created an authentic way to reach Hispanic consumers via radio and social channels. The Reventón De Verano livestream experience featured multiple performances in multiple locations. A small crowd sat live with hosts Lele Pons and AJ Ramo as they introduced superstars Maluma, Becky G, and Eva Longoria. Plus, on-premise accounts hosted watch parties.
The results surpassed all expectations. Anheuser-Busch Reventón De Verano garnered 14 million total views, a Net Performance Score of 74.5%, and impressive media coverage that generated 146 million digital/social impressions, 51K social mentions, and 125.5 million PR impressions. In addition, 1,871 retail activations attracted new consumers and drove sales. Adweek recognized this success, awarding Mosaic the Best Event in Support of Diversity and Inclusion.
The Anheuser-Busch Reventón De Verano campaign perfectly exemplifies how Mosaic’s integrated marketing capabilities enable clients to solve business challenges and create impactful marketing programs that deliver tangible results. It also demonstrates how Mosaic partners with clients to set new standards for marketing campaigns that support diversity and inclusion.
