the task for communication
BUILD A memory RELATIONSHIP between home party and Budweiser
Phase 1
BUILD AWARENESS AND ESTABLISH NEW BEHAVIOR
Phase 2
DRIVE SALES THROUGH LAST MILE CONVERSION
Phase 3
communicate with different Chanel
Party animal communication
People
venue
Food & Drink
entertainment
WILLIAM CHAN home party animal social kol friend relationship
Theme party APP cooperation（点评、有家别墅……） pr event
five sense experience interaction drinking games music
bundle package delivery service CURIOSITY dinner
communicate with different Chanel
in home party PARTY ON YOUR OWN TERMS
Mass communication
For person Experience
For relation interaction
For Party atmosphere
become home party animal
Encourage consumers to participate in the home party, let consumer feel wonderful experience that Budweiser bring。
BUILD AWARENESS AND ESTABLISH NEW BEHAVIOR
in home party
KOL
EVENT
直播
SOCIAL
WECHAT
EC
APP
build AWARENESS
build BEHAVIOR
计划
HOW TO DRIVE SALES
package bundle（EC/Off trade）
promotion
we chat service
event
for event
for person
when home party
Using eight large-scale party activities, invited consumers to get qualification for admission from buying products
No matter in the run-up to the party, or as an invitee, engage consumer gain wonderful in home PARTY ON their OWN TERMS from buying Budweiser
Budweiser improving in home party experience, consumers are encouraged by WeChat service or delivery service for more CURIOSITY experience
kol
delivery service
standing behavior
Budweiser provide long-term platform, improving party experience for consumers