Kehlani’s “Touch” for Budweiser China Halloween campaign
Budweiser introduced the idea of Halloween as an adult party occasion to China. So, how do you get a beer brand to own Halloween?
Design a special red beer and call it Bloodweiser.
Create Clydesdale inspired Halloween masks for people to customize at clubs and bars.
Make a music video that seeds the ritual of drinking Bloodweiser and wearing the Budweiser Clydesdale mask while going on pub crawls.
The soundtrack for the video was co-written by American pop-star Kehlani and Grammy Award-winner Ryan Tedder. It tells the story of an epic Halloween night, following revelers from dusk till dawn, culminating in the summoning of a mythical creature. A majestic black horse, known as the King of Fears Clydesdale, acts as the catalyst for the night.
This program was launched in 17 countries and was the inspiration for a live experience across 9 cities in China. Digital teasers, TVC's, print, and OOH were created to tie the entire campaign together.
Trendsetting brand metrics went up nine points. Differentiation was up fourteen points. Twenty-six million views were garnered, along with 4.5 billion impressions. Most important, Budweiser saw an increased volume share of 11%.
