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Anheuser-Busch reveals guiding principles of mobile campaign efforts at MMF

NEW YORK ? Attendees of the MMF learned the ins and outs of brand building when an Anheuser Busch executive revealed the guiding principles for Bud Light's mobile marketing campaign efforts.

Todd Masinelli, senior manager of digital at Anheuser-Busch, said that the company?s marketing strategy consists of leveraging consumer touch points to increase awareness and participation in programs.

?Clear and consistent messaging is key,? Mr. Masinelli said. ?Make sure the value proposition is clear.

?Tell them what's in it for them when they opt-in or click or whatever,? he said.  

Being compliant is key, especially in the beer industry. Also, being compliant with the Mobile Marketing Association guidelines is advisable.

?Go local whenever possible,? Mr. Masinelli said. ?Follow through with communications. Keep them engaged through out the length of the campaign.?

Per Mr. Masinelli, keeping consumers engaged helps retain participants for future marketing, since they will always associate their previous experience with you.

Bud Light applies these same principles to its largest promotion: Bud Light Port Paradise III.

For the past two years Bud Light has sent thousands of shipmates to the Caribbean for what it claims is the biggest party in paradise.

In a nutshell, Port Paradise is four days, three nights, two ships and one unforgettable party.

Bud Light uses various mobile tactics to get people to enter to win the opportunity to join the party.

Bud light uses mobile advertising, print and on-package marketing to promote the Bud Light Paradise sweepstakes.

The call to action ? text the keyword CRUISE to the short code 23377 (BEERS) for a chance to win a cruise ? is heavily publicized.

"We use mobile as one of the relevant consumer touch points to increase awareness and participation in this program,? Mr. Masinelli said. ?The call to action is in nearly all of our point of sale items.?

We offer consumers a Facebook and an SMS entry and 14 percent of people who clicked on a Port Paradise link come from http://m.facebook.com or http://touch.facebook.com.

Bud Light has a mobile mobile-optimized Web site as well.

Here are screen grabs of the site:

Consumers who enter the Port Paradise promotion via mobile are added to a database for future marketing.

?We keep up the communication to keep the energy going,? Mr. Masinelli said. ?It is important to establish a communication calendar across all channels.

?This eliminates dead air,? he said. ?Promotions with major payoffs are a great acquisition method.

?Recently we reached out to a segmented part of our database that did not yet text CRUISE to BEERS. We asked them to reply CRUISE and 42 percent did so.?