Background:

Colombian music festivals are cultural landmarks, attracting enthusiastic crowds seeking memorable experiences. However, long queues at these festivals pose significant challenges, hindering attendees' enjoyment.

Situation:

Budweiser, a prominent brand in Colombia, identified an opportunity to enhance consumer experience at festivals by addressing the issue of long queues.

Brief:

Develop a solution to streamline beer purchases at festivals, ensuring affordability, and convenience for attendees while reducing waiting times.

Objectives:

Provide a cost-effective and hassle-free method for purchasing beer, improving overall festival experiences.

Reduce waiting times in queues, enhancing attendee satisfaction.

Reinforce Budweiser's commitment to music fans satisfaction and convenience

The creative idea behind the Bud Pre-Sale initiative was to revolutionize the way festival-goers enjoy beer by offering a convenient and cost-effective solution. By partnering with TaDa, Budweiser provided fans with the opportunity to pre-order their favorite beer at retail prices before the event, avoiding inflated on-site prices and long queues. Users ordered a special 8pack through TaDa. 6 beers were delivered immediately at home and the other two redeemed effortlessly at the festival.This innovative approach not only addressed the pain points of high beverage costs and wait times but also enhanced the overall festival experience for attendees.

Through the Bud Pre-Sale, Budweiser aimed to empower consumers to enjoy their favorite artists with a cold beer in hand, all while saving money and time. This unique initiative showcased Budweiser's commitment to providing value and convenience to its consumers, ultimately strengthening brand loyalty and affinity.

Data gathering involved collecting insights on consumer preferences and pain points at Colombian music festivals, focusing on beverage purchasing habits and queue frustrations. The target audience comprised festival attendees, primarily young adults aged 18-35, seeking memorable experiences and affordable refreshments. The strategy aligned with the mobile-led commerce platform, leveraging TADA's delivery app to offer a seamless pre-ordering experience. The approach involved partnering with TADA to develop a user-friendly mobile app interface for pre-ordering Budweiser beer at retail prices. By understanding festival-goers' needs and leveraging mobile commerce solutions, Budweiser aimed to enhance customer satisfaction and engagement while increasing brand loyalty and market share.

The execution of the Bud Pre-Sale initiative involved seamless implementation across multiple channels. It commenced with the creation of a user-friendly interface on the TaDa platform, facilitating easy pre-ordering of beer packs. The timeline spanned the period leading up to each music festival, allowing ample time for promotion and pre-sales. Placement strategically targeted festival attendees through digital marketing channels, social media platforms, and onsite advertising at the festivals themselves. The scale of the initiative expanded rapidly, with the Bud Pre-Sale becoming a prominent feature at various music festivals across Colombia. This widespread adoption showcased its effectiveness in transforming the festival experience and beer consumption landscape, solidifying Budweiser's pioneering role in the Colombian market.

The Bud Pre-Sale initiative significantly boosted Budweiser beer sales at festivals, driving substantial revenue growth. Festival-goers eagerly embraced the offer, opting to pre-order beer through the platform, indicating strong consumer engagement. By providing a cost-effective solution, attendees paid 80% less than event prices, saving valuable time by avoiding long queues, up to 24 minutes on average. This innovative approach heightened consumer awareness of Budweiser's commitment to affordability and convenience, enhancing the brand's reputation as consumer-centric and innovative in the festival scene.

Orders vs Prior Year: Achieved a remarkable 522% increase in Bud ordes through TaDa.

New Users: 55% increase in app downloads and registrations.

Redemption Rate: A staggering 90% of pre-ordered beers were successfully redeemed at festivals, indicating high customer satisfaction and engagement.

2023 Retention Rate +288% after Pre-Sale, showcasing significant improvement in customer retention.