Bud Light matches native video with Tinder to reach mobile
daters
Anheuser-Busch’s Bud Light brand is leveraging native video
in Tinder’s mobile dating application to promote the return of its Whatever,
USA contest in which users get to show how ready they are to bring an
up-for-anything attitude to a party town that will be created somewhere in the
United States.
By submitting 15-second audition videos, participants
receive a chance to spend a weekend partying in the yet-to-be named location.
The leveraging of Tinder’s mobile native video reflects marketers’ growing
maturity in creating seamless experiences that blend online interaction with
the mobile app with an activity that only takes place in a physical location –
the consumption of beer.
“A lot of consideration and planning went into our decision
to partner with Tinder, and knowing that we could do this within the native
video offering was important,” said Hugh Cullman, director of the Bud Light
unit of Anheuser-Busch, St. Louis.
“The ability to create unique video content that was
relevant to consumer interests and native to the existing experience made
Tinder a great partner to drive awareness and entries to visit Whatever USA.”
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