We integrated the technology with digital media, so people could personalize, play and share their songs from social and music streaming platforms. We enabled people to post their unique song to WeChat, the #1 social-messaging app, direct from mobile, or from PC by generating unique codes in interactive banners.

We drove social discovery by turning people’s Weibo tweets into lyrics, creating new unique versions of the song that were tweeted back to them automatically. When people searched for trending social content in Baidu, we served search ads that created unique versions of the song using their search content as lyrics.

We revolutionized how youth express themselves, with more than 3 million customized songs being created, catapulting Budweiser’s track to #1 in the top-music charts. We created music history, and got Budweiser’s edge back, lifting brand imagery in all 3 key areas of “leading trends”, “for nightclub” and “for young people”.

Most importantly, we delivered our primary marketing objective, with Budweiser becoming the “Favourite Brand” for 35% more 18-24 year-olds, leading our nearest competitor as “Favourite Brand” by more than double the number of premium beer drinkers. We achieved Budweiser China’s highest brand preference scores, EVER, driving sales 25% higher YOY.