As you may recall, back in February, Budweiser announced that they were skipping the Super Bowl this year and would shift funding to raising awareness about the Covid-19 vaccine. We discussed it here...
http://pjlehrer.blogspot.com/2021/02/will-embracing-cause-marketing-be-smart.html
On April 7th, in honor of National Beer Day, Budweiser began their campaign. How appropriate. (Faw, 2021)
You can check the first ad out here...
https://www.youtube.com/watch?v=Eehmzv2cpNc
As discussed, this is one of several highly targeted communications being spearheaded by the Ad Council and COVID Collaborative. (Ad Council, 2012)
You may have already seen this video which features former U.S. Presidents...
https://www.youtube.com/watch?v=eCza6UGmRTk
Or perhaps this one designed to reach the religious community developed in partnership the ChristiansAndTheVaccine.com coalition...
https://www.youtube.com/watch?v=Hgp47GQAWqg
On Sunday April 18, at the 56th Annual ACM awards, country music stars will join the effort when a new commercial featuring country music stars Eric Church, Ashley McBride and Darius Rucker makes its debut.
This is clearly a full court press. But, will it work?
Do you think that Budweiser's money was well spent? Or should they have run their usual Super Bowl ad? Will the commercial motivate people who are afraid of needles?
Did you see the Presidents spot when it aired on television? Who do you think would be most influenced by this ad? Which points are the most persuasive? Was it a mistake to include photos of people getting their shots?
What about the religious focused video? Did you catch it on YouTube? Will it be effective? Why or why not?
Finally, will you be watching the ACM Awards on April 18? And, will the words of country music stars be likely to influence you?
Faw, L. (2021, April 7) Budweiser Teams With Ad Council on COVID-19 Campaign. mediapost.com. Retrieved April 13, 2021, from https://www.mediapost.com/publications/article/362104/budweiser-teams-with-ad-council-on-covid-19-campa.html?utm_source=newsletter&utm_medium=email&utm_content=headline&utm_campaign=122002&hashid=EprW9szuRz-P0Y8JYqr1eg
Ad Council (2012, February 25) The Ad Council and COVID Collaborative Reveal 'It's Up To You' Campaigns to Educate Millions of Americans about COVID-19 Vaccines. prnewswire.com. Retrieved April 13, 2021, from https://www.prnewswire.com/news-releases/the-ad-council-and-covid-collaborative-reveal-its-up-to-you-campaigns-to-educate-millions-of-americans-about-covid-19-vaccines-301235481.html
