AB INBEV: MAKING BUDWEISER THE MOST TALKED ABOUT BRAND AT SUPER BOWL
For Super Bowl LIV, Octagon helped Budweiser produce “BudX Miami,” a three-day cultural event that was the largest integrated marketing and influencer program in AB InBev history.
Octagon invited 200 of the top influencers, creators, and tastemakers from the world of sports, fashion, and music to a once-in-a-lifetime experience, and strategically leveraged their collective reach as a powerful media platform to maximize Budweiser’s global relevance around the Super Bowl.
As part of the campaign, Octagon helped create the “BudX Hotel”, a one-of-a-kind, fully immersive experience that included a branded takeover of a 250-room hotel on the shores of South Beach. Featuring unique design elements such as branded furniture, specialty bedding in each room, a pop-up recording studio, and a souped-up Bud-themed classic Chevrolet in the lobby, the “BudX Hotel” also played host to exclusive Budweiser events, content-driven experiences, and concerts headlined by the biggest names in music including Halsey, Diplo, and Black Eyed Peas.
As a result of Octagon’s effort, Budweiser exceeded all goals for the event. “BudX Miami” generated enormous global attention for Budweiser around Super Bowl, produced more than 1 Billion impressions for Budweiser, and over 70 Million engagements across social channels throughout the course of the campaign.
(Video credit: WINK)
MASTERCARD: Creating Priceless Experiences at MLB All Star
To amplify Mastercard’s sponsorship of Major League Baseball - and promote the company’s contactless payment technology - Octagon helped Mastercard plan a series of “Priceless” fan engagement events on-site at the MLB All-Star Game.
As part of the campaign, Octagon designed, built technology, and produced Mastercard’s in-stadium “Tap & Go at the Ballgame” event, featuring a sound-proof karaoke booth which required a Mastercard contactless card to open the door and start the experience. Once the card was tapped by the fan, Mastercard’s sonic brand theme song played for all to hear. Inside the booth, the lyrics of the baseball classic “Take Me Out to the Ballgame” were changed to “Tap & Go at the Ballgame.” Fans were encouraged to sing the popular tune, and have a recording of the performance delivered to them via email. After exiting the booth, fans received a “Priceless” surprise appearance by 14-time MLB All-Star Alex Rodriguez, and Olympic Gold Medalist, Jenny Finch.
To further complement the effort, Octagon also built a comprehensive social media plan with Mastercard, to drive global awareness and provide additional content to fans.
Paddy Power: "Unsponsors" International Football
International football’s addiction to putting betting brands on the front of their shirts is well documented.
That’s why Octagon partnered with client Paddy Power to create Save Our Shirt – a movement to stop brands from treating fans like walking billboards.
This season Paddy Power is making the unprecedented move of "unsponsoring" football clubs across the UK by removing their logo from the front of the shirt and symbolically returning it back to the people it belongs to, the fans.
DELTA: Around the Globe in Three Episodes
How do you help bring passionate sports fans closer to the team they love? By giving them an inside look at their team leadership, and access to how an MLS player roster comes together. For Delta Air Lines’ 2019 Sounders FC campaign, Octagon helped Delta create a three-part episodic digital series, “Non-Stop Scouting”, featuring Chris Henderson, VP of Soccer & Sporting Director for the Seattle Sounders. Highlighted by Henderson’s travels to three international destinations, Delta provided viewers with a front row seat on a trip around the world, as Henderson explored the intersections of travel, culture and soccer. Through candid observations, coupled with rich and cinematic visuals of the locations he visited, Henderson gave followers an analysis on each city, the people, and the game. In doing so, “Non-Stop Scouting” provided fans the opportunity to see how a global Sounders FC roster is built, and learn more about the man who travels the world to help bring the team together.
WALMART: Creating Experiences to Unite and Enhance a Community
How do you demonstrate your commitment to a region? By uniting its community through best-in-class events and experiences. Since 2007, the Walmart NW Arkansas Championship presented by P&G has enhanced the quality of life in Northwest Arkansas. In the past 11 years, Octagon along with our partners Walmart and P&G have grown the event from a modest LPGA golf tournament into a week-long celebration of community, philanthropy and the unique spirit of Northwest Arkansas.
In 2017, we created a diverse range of experiences to keep faithful fans excited and draw a new a generation of attendees. With the two-day BITE Arkansas food festival, Walmart Community Concert and more, we inspired total community engagement and proved that golf events can be more than just golf.
JOHNSON & JOHNSON: Empowering the Next Generation of Female Leaders Through Sport
How do you help a client tap into the excitement of one of the world’s biggest sporting events, and simultaneously promote the development of the next generation of female leaders? By aligning insights with activations. The Johnson & Johnson® Family of Consumer Brands Because She Can program is a national women’s empowerment campaign based on the insight that girls who participate in sports are more likely to become successful leaders. For the 2019 FIFA Women’s World Cup, Octagon worked with Johnson & Johnson to partner with the U.S. Women’s National Team to celebrate its historic run in the tournament, and amplify the important women’s empowerment platform. In addition to a $331,000 donation to the U.S. Soccer Foundation in support of girls’ soccer programs, the Johnson & Johnson Because She Can campaign included retail activations, digital and social media programming, experiential activations at U.S. Women’s National Team matches, and unique marketing extensions with USWNT player brand ambassadors Carli Lloyd and Mallory Pugh.
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