Budweiser: Shake to Win

Anheuser-Busch-owned beer Budweiser partnered with messaging app Zalo to host a mobile mini game to drive purchase and help it become part of the Tet Lunar New Year celebrations in Vietnam.

Campaign details

Brand: BudweiserLead agency: PHD MediaRegion: APAC

Strategy

Objective

Tet - the Vietnam's version of Lunar New year is the biggest festival to any Vietnamese. One can almost feel celebration is in the air several months before the event, and competition for the consumers' pocket is - without saying - most fierce during this period; with beer brands expected to be the most active players when this fifth-by-global-ranking beer market of consumption per capita always sees a spike during Tet.

After years of efforts approaching the Vietnam market, Budweiser has established its popularity as...

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