During the outbreak of the epidemic, consumers were forced to stay at home, night clubs were forced to be closed, which brought Budweiser to a sales crisis. All of us are kept away from our fun and juicy life. To rejuvenate the life that we used to enjoy, Budweiser China came up with the innovative ?cloud rave + live-stream ?model, bringing EDM underground up to online, and everyone's life back to life.

Covid19 brought huge crisis to beer industry, especially to our trade partners, with the act of quarantine. Devastated nightlife partners, overstocked beers, trapped and bored consumers. As the “big brother” who is leading the industry, what is Budweiser’s game plan?

Building B1 EDM Club, Budweiser introduced ‘drinking at home while cloud-raving’ as the new way to connect with others during quarantine. Budweiser shifted offline channels - closed clubs and DJs unemployed, online, creating live-stream raves at brand Tmall store. This cloud rave + live-stream model, re-created happiness for consumers and re-ignited business for partners and brand.

During the pandemic, thousands of nightclubs had been shuttered and the nightlife industry struggled to survive. Consumers drank at home while facetiming with friends as the new way to socialize with others. We shift channels from offline to online by co-work with POCs(club) to host DJ live party as the new way to connect with consumers. First time we create virtual clubbing content / EDM fest live stream room on EC and build up as tailor made IP.

During the pandemic, thousands of nightclubs had been shuttered and the nightlife industry struggled to survive. Consumers drank at home while facetiming with friends as the new way to socialize with others. We shift channels from offline to online by co-work with POCs(club) to host DJ live party as the new way to connect with consumers. First time we create virtual clubbing content / EDM fest live stream room on EC and build up as tailor made IP.

Starting in Feb, 2020, the peak moment of covid-19 in China, Budweiser shifted battlefield from offline to online EC. B1 went from 0 to 1 in just a week. In collaboration with more than 10 night clubs and DJs, Budweiser Tmall flagship store launched cloud-rave live shows, with a frequency of 2 times per month.

The B1 model empowered over 10 nightclubs across China back to business, over 2 million fans reignited their passion. B1 Tmall GMV reached 1.28 million USD, 36X EC GMV year-over-year. Achieved 2500% ROI.