Branded content in the US is often nothing more than ads dropped into a film. As such, it’s often seen as overly crass and awkward in the context of a film. Budweiser sought to do something more significant. So, they created a truly unique experience designed to take branded content to places that have never been explored before. But to do that, we first had to contend with one of the most highly regulated industries in the US. Additionally, California has the most beer regulations in the country. Rules stipulated that we couldn’t feature any children, but in order to provide these farm workers with an amazing experience we could not exclude any of their family members. This resulted in us having to be very precise and creative in our shooting and editing.

As an official sponsor of the movie "Cesar Chavez," which honors the man who fought for Latino farm workers’ rights in the 60´s in the US, Budweiser challenged us to approach the Latino community and reinforce the relationship the brand has had with them for decades.

Instead of hosting a big red carpet Hollywood premiere, Budweiser did something far more powerful. They held a special screening in the field where Cesar Chavez began his quest for social justice: The national historic landmark "The Forty Acres” in Delano, California. This time the VIP guests were the real heroes of the story, 1,100 farm workers, some of whom fought alongside Chavez, and enjoyed the movie in their native language.

The event received national and international earned media coverage, generating 12 million impressions in just one day (broadcast TV, news, radio, press, editorial, PR, social media). It was shared in every social media channel by celebrities, the people who attended the event and every Association that supports the workers. The video of the event reached half a million views on YouTube in just 5 days and reached 1,700,000 people across social media.

Engagement rate around the content nearly doubled Budweiser’s benchmark for good engagement.

And most importantly, Budweiser raised awareness regarding the importance of fighting for equal rights for immigrant farm workers in the US.

Knowing that Millennials are highly active in social media, we relied on them to share their experience, and they did.

Budweiser reached more than 2,700,000 people and 270,900 views on YouTube in a week.

Engagement rate around the Cesar Chavez content nearly doubled Budweiser’s benchmark for good engagement.

This proved to be the most successful Budweiser Latino effort in the last couple of years.