work

Budweiser:

King of the Cubano

Sandwiches

objective

WOW MKTG was appointed to position Budweiser, the most iconic beer brand in America, as the perfect complement to the Cuban Sandwich.

approach

Help Anheuser Busch to build a cultural connection in the Southeast Region with Miami Marlins and Tampa Bay Rays baseball fans and position Budweiser as the perfect complement to the Cuban Sandwich.

Budweiser promotion microsite screenshot

We combined event marketing, with social media, influencer engagement and media relations with great creative to engage audiences and position Budweiser as the perfect complement to game day and two cities’ take on the world renowned Cuban Sandwich

We ignited a fan contest to decide which city would be crowned the “King of the Cubano” on team and brand social channels, then engaged audiences at tasting events in both stadiums and local accounts in each city, featuring both versions of the Cuban Sandwich and a Budweiser.

Our multidisciplinary campaign sparked a friendly rivalry and conversation between the two cities with Budweiser in the center of it all.

Fans were able to vote on their favorite, as a complementary microsite tallied votes for both sides in real-time. We invited popular social media influencers to engage with us at events and post about the activities on their channels.

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outcome

Miami was crowned this year’s #KingOfTheCubano in an extremely close final vote. We received thousands of votes in our hashtag-driven online contest. We garnered millions of impressions off of our social media, influencer and PR coverage efforts to reach baseball fans in each market with Budweiser at the center of the effort.

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