The Pledge - Anheuser-Busch
How we celebrated Anheuser-Busch's 30th anniversary of its landmark “Know When To Say When” campaign.
Anheuser-Busch was looking for a way to celebrate the 30-year anniversary of its landmark “Know When To Say When” campaign. Back in 1982, it was the first time an alcohol brand had ever led a campaign to promote responsible drinking.
We came up with “The Pledge” – a participatory campaign that encouraged the entire world to commit another 30 years of progress in responsible drinking. When someone visited nationofresponsibledrinkers.com and took “The Pledge,” their face, profile and location would go onto the interactive map in real-time. They could then share their commitment.
Elements:
Interactive website that showed people taking The Pledge in real-time.
Mobile sign-up via iPads at events, like the MLB All-Star Game.
Social media promotion.
Series of internal Pledge events at Anheuser Busch breweries and wholesaler operations.
Billboards including a Times Square experiential activation
Full-page USA Today ad.
Social Media Establishment:
The success of this campaign allowed us to then takeover the brand’s corporate Facebook presence. We grew from a few hundred to 600,000 fans in just one year. I developed content and wrote a social media guide for the brand for multiple years, which provided more opportunities for new business.
My Specific Contributions:
Developed the concept, wrote the presentation deck and led the presentation
Wrote the copy for all elements, including the website, USA Today ad, radio scripts, the actual “pledge” and social media content
Assisted with logistics and event flow, including the Times Square activation
Assisted with overall digital strategy and user experience
Assisted with the management of the brand’s social media presence and digital content strategy
Created and managed the social media guide for the corporate brand
Project Gallery
