Vega Awards Platinum Winner Winner

2023

Budweiser 2022 FIFA: AR Interaction & Conversational AI

Entrant Company

KIVISENSE

Category

Digital Marketing (Campaign) - Best Use of AI-Generated Content (NEW)

Client's Name

Budweiser

Country / Region

China

Budweiser has taken the beverage industry by storm with its innovative packaging strategy for the 2022 World Cup in China. By using conversational AI and AR object tracking, the company has created an exciting new way for customers to interact with its products with eight personified avatars attached to their beer bottles. The goal of this packaging strategy is to improve the brand image and appeal to Gen Z consumers who are accustomed to interacting with digital products.

The success of this campaign lies in its spontaneity and ability to stimulate consumers' desire to share. Users can simply scan a Budweiser bottle with their smartphone to activate AR, and they can start interacting with the avatars right away. This makes the AR experience very accessible and easy to use, which has helped to drive engagement.

Its digital strategy is to utilize AR tech to bring more novelty into the market and increase brand-tailored communication through conversational AI. This campaign puts aside the "product-centric" consumption model and instead focuses on a "customer-centric" approach to build a complete brand experience journey.

In the case of Budweiser's AR & AI campaign, AR is used to create virtual companions that customers can interact with, and AI is used to create conversational avatars that can interact with customers in a more natural way. The use of AR object tracking and conversational AI in Budweiser has made it a successful marketing campaign. It is more engaging and interactive, and it allows customers to have a more personalized experience. This has helped to generate more buzz for the brand and increase sales.

Here are some of the key benefits of Budweiser's AR & AI campaign:

It is more engaging and interactive than traditional marketing campaigns.

It allows customers to have a more personalized experience.

It helps to generate more buzz for the brand.

It increases sales.

Credits

Dominic Wang
Seth Li
Bingcen Yu
Hongjin Lan
Jieran Lin
Zhixian Hu
Caroline Yuan
2023
Video / Online Video
Player One Trailers | Vega Website Awards 2023 Winner

Entrant Company

Player One Trailers

Video / Online Video (Single) - Cinematography

Country / Region

United States

2023
Digital Marketing
Gravity Global | Vega Website Awards 2023 Winner

Entrant Company

Gravity Global

Digital Marketing (Campaign) - Marketing Effectiveness

Country / Region

United Kingdom

2023
Digital Illustration
Yuwei Rita Li | Vega Website Awards 2023 Winner

Entrant Company

Yuwei Rita Li

Digital Illustration (Single) - Unpublished / Personal / Passion

Country / Region

United States

2023
Video / Online Video
Player One Trailers | Vega Website Awards 2023 Winner

Entrant Company

Player One Trailers

Video / Online Video (Single) - Best Use of Music

Country / Region

United States