King of Fears
Budweiser: King of fears
Budweiser introduced the idea of Halloween as an adult party occasion to China. It was piloted in Argentina in 2015 and was part of a 17-country global campaign in 2017. The soundtrack for the video was co-written by American pop-star Kehlani and Grammy Award-winner Ryan Tedder.
Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions. Most important, Budweiser saw an increased volume share of 11%.