June 24 2020


Awards, Experiential

Octagon & Budweiser Take Home Top Honors at Ex Awards for Innovative BudX Miami Activation

Stamford, Conn. - June 24, 2020 – Octagon and client Budweiser were named the Ex Award winners for “Best Sports Activation” at the 2020 Event Marketer Ex Awards for their innovative BudX Miami experience at Super Bowl LIV.

The Ex Awards are widely regarded among the world’s premier recognitions for the experiential marketing industry. Reviewed and scored by a panel of judges from some of the world’s biggest brands, BudX Miami was selected based on the ingenuity and measurable impact with respect to the goals set forth at the start of the campaign.

BudX Miami, a three-day cultural event built around Super Bowl weekend, was the largest integrated marketing and influencer program in AB InBev history. As part of the campaign, 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.

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.

Budweiser also worked with agencies Deutsch, Virtue, and Wink to conceptualize the event and choose influencers they determined would have the most social media impact and synergy with the brand.

To check out BudX Miami and all of this year’s winners, visit https://ex-awards-winners.eventmarketer.com/?q=winners.