{"id":4665,"date":"2018-05-22T06:00:55","date_gmt":"2018-05-22T11:00:55","guid":{"rendered":"http:\/\/www.beerbusinessunplugged.com\/?p=4665"},"modified":"2018-05-20T15:47:16","modified_gmt":"2018-05-20T20:47:16","slug":"brands-must-become-architects-of-community","status":"publish","type":"post","link":"https:\/\/www.beerbusinessunplugged.com\/?p=4665","title":{"rendered":"Brands must become architects of community."},"content":{"rendered":"

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In less than one month, the world\u2019s largest sporting event, The World Cup, will begin.\u00a0 The World Cup, which takes place every four years, perhaps is only rivaled by the Olympic games.\u00a0 The teams, represented by 32 countries, play their way into the event with the host country’s team getting a bye\u00a0into the event.\u00a0 It is the most watched and anticipated sporting event in the world estimated audience is 3.5B.<\/p>\n

There is a hand full of sponsors and partners for the World Cup, one of which is ABI and Budweiser.\u00a0 While ABI is much maligned where its marketing is concerned, the World Cup sponsorship has to be a real win for ABI.\u00a0 There may not be any better format than the World Cup to fit ABI’s global strategy.<\/p>\n

A number of years ago, on a trip to Peru with Crystal beer, I visited a bar in Lima when a televised soccer game Peru was playing in America’s\u00a0cup was on.\u00a0 With one minute to play, Peru scored, tying the game.\u00a0 The bar exploded with excitement and every piece of furniture not nailed to the ground was flying around the bar!\u00a0 The place was crazy with excitement.<\/p>\n

During the 2010\u00a0playing of the World Cup, while in Germany for Warsteiner we watched the game between Germany and Britain.\u00a0 We were watching in a hotel bar in a small northern town with a large screen projected TV and all the customers were painted from head to toe, Germany colors with Germany hats and flags.\u00a0 The party really did not start until the end of the game when Germany defeated Britain, 1-0.\u00a0 The partying ended around 4 AM when the sun began to come up!<\/p>\n

These two examples of just how much passion these countries have for their teams will play into ABI’s strategy.\u00a0 One can just see ABI’s country-specific\u00a0marketing plans around the World Cup focusing on Budweiser and supported by all the TV and social media support.<\/p>\n

Unfortunately for ABI, the United States did not qualify a team for this year’s World Cup.\u00a0 How this will play out in the TV and overall media ratings will be interesting giving the declining ratings of most major sports.\u00a0 This includes professional football and now, even the recent Olympic games ratings were way down.\u00a0 The question is, will the American fans watch the other countries games in the upcoming event?\u00a0 No doubt the die-hard World Cup fans will, and many sports bars will be featuring the games and you can bet they will do well, but not well if it was a US\u00a0team playing.<\/p>\n

At Warsteiner our sales flew during Germany’s games no matter the time of the day when the game was on TV.\u00a0 Will Budweiser sales do the same this year?\u00a0 ABI has a global strategy for their three key brands and the World Cup is the best platform for ABI to develop these brands without a doubt.<\/p>\n

It will be interesting to see how the ratings come in after the event is over but more so, just what Budweiser looks like in four years globally from today.<\/p>\n

Brands must become architects of community..<\/p>\n

 <\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

In less than one month, the world\u2019s largest sporting event, The World Cup, will begin.\u00a0 The World Cup, which takes place every four years, perhaps is only rivaled by the Olympic games.\u00a0 The teams, represented by 32 countries, play their way into the event with the host country’s team getting a bye\u00a0into the event.\u00a0 It […]<\/p>\n","protected":false},"author":3,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"_s2mail":"yes","jetpack_post_was_ever_published":false,"_jetpack_newsletter_access":"","_jetpack_newsletter_tier_id":0,"jetpack_publicize_message":"","jetpack_is_tweetstorm":false,"jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","enabled":false}}},"categories":[1],"tags":[],"jetpack_publicize_connections":[],"aioseo_notices":[],"jetpack_featured_media_url":"","jetpack_shortlink":"https:\/\/wp.me\/p2xRTi-1df","jetpack_sharing_enabled":true,"jetpack-related-posts":[],"_links":{"self":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/4665"}],"collection":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/users\/3"}],"replies":[{"embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=4665"}],"version-history":[{"count":9,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/4665\/revisions"}],"predecessor-version":[{"id":4803,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=\/wp\/v2\/posts\/4665\/revisions\/4803"}],"wp:attachment":[{"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=4665"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=4665"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.beerbusinessunplugged.com\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=4665"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}