To mark the start of Budweiser’s “Grab some Buds” campaign and their shift into supporting the wider entertainment ecosystem (alongside their existing sports’ sponsorships), Budweiser was looking to cement their brand presence in the minds of event-goers, particularly with their new sponsorship of the London venue – The O2.
As a member of one of the agencies (Mesh Marketing) in the UK responsible for the below the line (BTL) rollout of the Grab some Buds campaign, we were approached to produce assets to reflect the brand sponsorship around the venue.
Digital spaces around the venue were identified as the key opportunities, and so I was tasked to work directly with the production company to create digital assets which would reflect the campaign around the venue.
These were featured in three key areas:
The main entrance
As the first (and last) experience of the venue for most visitors, Budweiser had highlighted this as a key position to feature their campaign.
The Entertainment Avenue
An entirely pedestrian zone around the arena housing food, drink and other entertainment outlets, the Avenue featured large-scale pillar screens to greet guests on their way through the venue.
An LED animated banner, dubbed the “arenamation”, ran the entire internal circumference of the indoor arena, providing a space to connect with the 20,000 capacity audience.