Challenge

Rumour has it that a picture is worth a thousand words. These pictures are treasures that represent the brand’s legacy on music. But, although they are part of Budweiser’s history, the brand cannot show them. Budweiser never asked or payed for these pictures, and that’s the beauty of it.

Idea

So, instead of promoting them, we decided to simply give people the directions to find each of these pictures by themselves, in their natural habitat: Google. All these pictures can be easily found via Google search, as long as you know the exact directions. With a smart use of the search engine, we tracked all the combinations of words that can take people straight to each picture, and with this data we invited people to search for specific combinations of words. We selected ten pictures that contemplate different types of music and displayed the online ads according to the music taste and search history of each user, so we could start this hunt with more relevance. But we wanted to take over the conversations around the country, so we worked on a cross-media strategy, including OoH, taking over music bars and clubs with beer mats carrying our tag words.

Result

This campaign opened the gates for Bud’s new positioning on music, giving people the necessary proof to sustain a very bold statement: Budweiser is “the beer behind the music”. And no other beer brand can claim the same.

• more than 5 million searches
• relevance of these photographs on the search engine increased by more than 7,000%
• reaching levels they had never reached before