THE 14TH ANNUAL SHORTY AWARDS

The Shorty Awards honor the best of social media and digital. View this season's finalists!

Special Project

Special Project NEW!
From the 11th Annual Shorty Awards

Brewers On Tap

Finalist in Mobile Campaign

Entered in Instagram Presence

About this entry

AB InBev loves beer. But the beer community sees them as a corporate behemoth swallowing up passionate craft brands and killing their soul. That's a major perception problem we needed to change.

Why does this entry deserve to win?

AB InBev invests and supports their beer brands like no other– allowing them to scale, produce with great consistency and expand their product lines. However, using numbers and stats to battle an emotional negative perception felt like exactly what a soulless corporation would do. We had to show our passion. And what better way to do that than to introduce skeptics to the heart and soul of the AB InBev community around the globe— our brewers.

We put a face to the AB InBev family that's real, raw, and passionate as hell about beer — plus we got them responsibly sauced along the way. We dubbed the series Brewers On Tap– launching on Instagram TV and followed up with over 40 unique pieces of content rolling out on all major social channels.

Results

Our video campaign reached 5.5 million views on Facebook and over 2 million on Twitter — crushing engagement benchmarks in a month. Engagement on Facebook increased 420%. And in total, we caught 35.7 million impressions and a pretty good buzz.

Media

Video for Brewers On Tap

Entrant Company / Organization Name

Barbarian, ABI

Link

Entry Credits