Many brands combine social media with their Holiday campaigns-mainly via the use of a Twitter # or an Instagram picture. When Budweiser believed they needed to target "millennials", they too opted to do just that.
For their Holiday campaign, Budweiser released vintage crates and beer bottles and encouraged people to share pictures via Instagram and YouTube and also to tweet using the hashtag #HolidayBuds.
Each vintage crate was filled with 18 bottles of Budweiser wrapped in classic packaging from three different eras-the beginning of Prohibition (1918), the end of Prohibition (1933) and the brand’s 100th anniversary (1976). The crate also included two pilsner glasses and cost $40.
The key thing to take from this particular Budweiser Holiday Campaign is that they focused on their target market instead of trying to appeal to everyone and to do so they used limited edition branded items and custom boxes and also focused on nostalgia. The nostalgia element came through via their labels and their use of YouTube. They had a commercial which showed people talking about their friends and family and who they would like to share a Budweiser with and inviting them to hang out.
This article was co-authored by Ross Culliton. Ross is the founder of Roody Originals, creators of original custom sweaters for brands