Bud Light Facebook Strategy

FACEBOOK SOCIAL DESIGN HACK PAGE 4

BEER + FOOTBALL = SOCIAL ACTIVITY
An early form of Social Media

• Groups of people come together to support
their team. Having a beer, singing, creating “The origin of professional
friendships or trading insults, and expressing raw football can be traced back
and unfiltered emotion throughout a game. to 1892 …”

• Geographical rivalries have always existed. My “Beer is one of the world’s
town versus your town. My city versus your city oldest prepared beverages,
possibly dating back to the
etc. Teams and fans traveling to away games
early Neolithic or 9500 BC …”
bring people from a different part of the world to
http://en.wikipedia.org/wiki/
your town, and (most) people welcome them in History_of_American_football
with a beer. http://en.wikipedia.org/wiki/
• It’s fun. Especially when your team wins. The Beer#History
players drink champagne out of the trophy, and
fans drink a beer to celebrate with friends.
A game of football is a live event, and these
events produce many stories and conversations.


FACEBOOK, FOOTBALL AND GOOD TIMES
WALL POSTS DURING THE EAGLES VS GIANTS (12/19/10) GAME ON FACEBOOK

ENGAGEMENTS

9000

8000

7000

6000

5000
51.7
4000
MILLION
3000 CASES O
F
BEER SO
LD
2000 DURING
THE
WEEK O
1000 F
SUPER B
OWL
0

PM 12.30 1.40 1.42 3:12 3:20 3:52 3:57 4:22 4:23

PREGAME KICK-OFF NYG UP 24-3 EAGLES TIE EAGLES POST-GAME
IN 4TH GAME. 1 MIN WIN EMOTION
REMAIN


FACEBOOK CONNECTS FRIENDS FOR THE PARTY

DISCUSSION
• Predictions
• Nerves
• Talking trash
• Heroic journey
• Having fun


CONCEPT 1


FANS LOVE TO SHARE PHOTOS

PAUL QUICK JOHN BYRNE
LOOK AT ALL THOSE STEELERS FANS. IS THAT YOU FRED? YOU PERFORMING AT THE
HOPE YOU BOUGHT THEM A BEER LOL HALF TIME SHOW :)
LIKE . COMMENT . SHARE LIKE . COMMENT . SHARE

Facebook currently gets over 200 million photos uploaded per day. Clearly, fans love
to tell stories with photos. We snap away with our Facebook friends as the primary
viewer. It’s how we publish our sports stories and memories. The new Facbook
timeline feature allows us to elevate the ‘Super Bowl catch’ photos that we never
want to forget.

IAN CAMPBELL | IAN@4THOFFICIAL.COM | 312.804.5749


RAW EMOTION GIVES US LOTS TO TALK ABOUT
GAME ACTIVITY

2:10 5:15 6:18
JORDY NELSON RUNS AS AARON RODGERS, CENTER, AND NICK COLLINS DIVES INTO THE
PITTSBURGH STEELERS’ BRYANT HIS TEAMMATE JORDY NELSON, END ZONE FOR A TOUCHDOWN
MCFADDEN DEFENDS DURING LEFT, CELEBRATE AFTER NELSON AFTER HE INTERCEPTED A PASS.
THE FIRST HALF. SCORED A TOUCHDOWN.

FAN REACTION


CONCEPT: GAME DAY EMOTI-CAM
Fans are drinking a Bud Light, excited and ready for a good time. This feature
take photos expressing how they feel as the game is being played. This idea is
a companion to a live NFL game. They’ve connecting with friends on Facebook,
and are ready to strike the first blow. It has game-like characteristics and is fo-
cused on content creation and storytelling with friends.

How it works
• You’ll need a Bud Light to be alongside you in the photo.
• We want to follow the game via photos that express the fans emotion.
• Browse photos by team or emotion.
• Tag your friends. Share. Add comments. Take more photos.


... AND THE CONVERSATION FLOWS
FROM FANS ...
Jim Lee commented on Bud Lights post What’s up
with the Bear? ... “He looks John when he doesn’t shave”
Like . Comment . 2 hours ago near LA

6 people like this.

Mary Jones He’s thirsty?
Like . Comment . 2 hours ago near New York

Fred Murphy Not sure if he’s a Steelers or Packers fan?
Like . Comment . 3 hours ago near Boston

WRITE A COMMENT ...
FROM BUD LIGHT ...
SPONSORED STORY
Bud Light
What’s up with the Bear? Jim Lee answered What’s up with the
Like . Comment . 2 hours ago Bear? “He looks like John when he
doesn’t shave” What do you think?
400,000 people like this.

Jim Lee He looks John when he doesn’t shave Bud Light
Like . Comment . 2 hours ago near LA Like

Alex Bob He’s getting ready for a Packers win!
WRITE A COMMENT ...
Publishes to
WRITE A COMMENT ... Jim’s 400
friends.


GAME DAY EMOTI - CAM APPLICATION
CAMPAIGN LANDING PAGE (TOP)

Landing Page
This is the landing page for the
idea.
‘Last Weeks games’ allows
fans to navigate to prior weeks
photos.
Countdown clock is ticking down
to your teams next game.
Simple instructions and features
are listed down the page.


CAMPAIGN LANDING PAGE (BOTTOM)


‘GAME ON’ PAGE (TOP)

‘GAME ON’ Page (Top)
Game details and menu to
navigate to other games are the
top.
Typical scoreboard for a game
of football. A feed powers
the game clock, scores, time,
possession, drive chart and
plays.
‘Add a photo’ buttons allows
fans to upload photos based on
game time and play. A tool to
control moderation between a
fan submitting a photo and the
live page is recommended.


‘GAME ON’ PAGE (BOTTOM)

‘GAME ON’ Page (Bottom)
‘Scrub’ functionality allows fans
to scroll through the timeline to
see photos for every play (or
minute) for the game. The larger
photos are streaming in quickly
and swapping out every 20
seconds.

Once a photo has been shown in
the featured area it dynamically
migrates down to the lower
photo grid. We can add
pagination by minute or quarter
to control larger quantities of
photos.

Fans can click the photos to
reveal more content. The tabs
act as filters to parse through
the photos. The idea behind
the titles: ‘Crack open a Bud
Light’ and ‘Tears in my Beer’ is
to categorize the photos in a
‘happy’ or ‘sad’ format.


‘GAME ON’ PAGE (BOTTOM)

Photo Detail
Clicking on a thumbnail reveals
a light-box style larger view of
the photo, with various social
links and photo tagging options.

Ideally the process to upload
the photo includes a ‘Game’ and
‘Mood’ field so that information
gets posted on News feeds with
the photo.


JOHN’S NEWS FEED

Johns News Feed
Displaying the photo and same
message as above in the fans
news feed. Great opportunity to
spread the word about the App.


TIMELINE

Worthy of the Timeline
This concept offers a great
opportunity to create a
memorable moment, that’s
perfect for the new Timeline
feature on Facebook. This is a
photo of me in the Cowboys
stadium a day before last years
Super Bowl.


CONCEPT 2


THE NEED TO COMPETE
AGE 14 AGE 34

“We’re buying the new Packers shirt”
“Let’s go out to the yard and pretend to be Quarterbacks”
“I’m faster than you”
“You tackle like my Grandmother”
“Girls like guys who play football”


CONCEPT: FOOTBALL PREDICTOR
It doesn’t get any better than drinking a Bud Light and watching a game. But,
there are times when the fun slows down a bit. These times present an opportu-
nity for fans to show their competitive instincts, and Bud Light and Facebook can
be ‘enablers’ for times like these. This idea offers fans a simple way to challenge
each other about their football knowledget. We want it to be really simle, game,
and accessible by all.

How it works
• Predict which team’s going to win the game we’re currently attending or
watching (or it can be any game).
• Publish your prediction to your News feed. Drink a gulp of Bud Light, and cross
your fingers that your prediction is right.
• You lost. This mobile app is instructing you to pay up with a Bud Light. Your
friends on Facebook await a photo to prove it. You won. Share the glory with your
friends on Facebook.


A FANS COMPETITIVE INSTINCT HAS NO BOUNDARIES.
FANS CAN CREATE THEIR OWN CHALLENGES FROM FANS ...
Giving fans the power to create their own Jim Lee commented on Bud Lights post “How many career
challenges creates great opportunities for touchdowns’ has Aaron Rodgers scored against the Steelers?
... “Easy. 6. Buy me a Bud Light!”
conversation. For example: Like . Comment . 2 hours ago near LA

• General football trivia 6 people like this.

• Game/play/player/rule predictions Mary Jones Not today. Packers defence looks weak.
Like . Comment . 2 hours ago near New York
• Things that only your friends understand
Fred Murphy Wrong. Should have said 8.

FROM BUD LIGHT ... WRITE A COMMENT ...
Bud Light
How many career touchdowns’ has Aaron Rodgers scored
SPONSORED STORY
against the Steelers?
Like . Comment . 2 hours ago Jim Lee answered How many career touch-
downs’ has Aaron Rodgers scored against the
400,000 people like this. Steelers? “Easy 6. Buy me a Bud Light!” What
do you think?
Jim Lee Easy. 6. Buy me a Bud Light!
Bud Light
Alex Bob He won’t get any today Like
Publishes to
Jim’s 400
WRITE A COMMENT ... WRITE A COMMENT ... friends.


FOOTBALL PREDICTOR APPLICATION
GAME ON

How it Works
• Pick multiple players by using Facebook Connect. Friends can • The photographic evidence of an empty Bud Light
be with you at the bar, or remotely via mobile. bottle posted on Facebook will stimulate endless
amounts of conversation.
• The game is on, and you each pick a winner. ‘Guessed
correctly’ represents the final results for two player’s game • This concept could integrate Facebook Places (Maps)
predictions. to publish locations for friends during the game. If
friends are in bars there’s a great opportunity to offer
• The literal act of buying your friend a beer is fun, but it’s the sponsored stories to them.
conversations around it that have the most value.


FOOTBALL PREDICTOR LEADERBOARD
(TOP)

Leaderboard
To build on the competitive
theme we create a leaderboard
to show who’s been playing and
how many Bud Lights have been
received and delivered (wins
and losses).

Photos are proof of the
purchased Bud Light

Facebook News Feed updates
News Feeds for the respective players are updated throughout to create
opportunities for conversation.


FOOTBALL PREDICTOR LEADERBOARD
(BOTTOM)



FOOTBALL PREDICTOR NEWS FEED
GAME ON



CONCEPT 3


MAKING FANS DREAMS COME TRUE

“Peyton Manning “I’m not worthy. I “JumboTron con-
just left me a just got a message noisseur Jerry
voicemail to wish from Big Ben. He Jones from the
PAUL QUICK. me luck on next IAN COOK wants me to come TED BYRNE Cowboys just
COLTS FAN STEELERS COWBOYS
weeks Fantasy FAN to Training Camp FAN emailed me to ask if
matchup” tomorrow to catch I’d like to bring my
a few passes” Fantasy team for a
tour of his new
stadium”


FANTASY CHAMPS DREAM PRIZE
Facebook (specifically Facebook Groups) is already a valuable tool for day-to-
day Fantasy Football activity. Many of the ma jor sports sites (NFL, ESPN and Ya-
hoo) have also integrated Facebook Connect into their registration flow.

The goal of this program is to add an additional layer of ‘fun’ over the day-to-
day activity for a typical Fantasy player and team. Bud Light can add some
magic to the tools that already exist today.

How it works
• Many leagues offer (paid) prizing, but they can’t match Bud Lights pursuit of
great times and spontaneous fun. Use Facebook to create tools, activities and
more conversations around a team’s game, and reach the obsessive players by
getting them to create their dream prize.


ENJOY A BUD LIGHT WITH YOUR FAVORITE PLAYER
PLAYER OF THE WEEK WINNNER FROM FANS ...
Jim Lee commented on Bud Lights post “If you could have a
“Am I dreaming right Bud Light with any NFL player who would it be?” ... “Got to
now? I can’t believe I’m be Matt Stafford. GO LIONS!”
grabbing a Bud Light
6 people like this.
with Matthew Stafford
Mary Jones I’d let Jahvid Best buy me a Bud Light :)
from the Lions. ” Like . Comment . 2 hours ago near New York

JIM LEE. Fred Murphy I’m picking up the Bud Light next week.
LIONS FAN Like . Comment . 3 hours ago near Boston

WRITE A COMMENT ...
FROM BUD LIGHT ...
Bud Light SPONSORED STORY
If you could have a Bud Light with any Detroit Lions player
who would it be? Jim Lee answered If you could have a
Like . Comment . 2 hours ago
Bud Light with any Detroit Lions player
who would it be? “Got to be Matt Staf-
500,000 people like this. ford. GO LIONS!” Which player would
you like to have a Bud Light with?
Jim Lee Got to be Matt Stafford. GO LIONS! Like . Comment . 3 hours ago near Boston
Bud Light
Alex Bob Calvin Johnson gets my vote. Like
Like . Comment . 3 hours ago near Boston Publishes to
Jim’s 400
WRITE A COMMENT ... WRITE A COMMENT ... friends.


FANTASY CHAMPS DREAM PRIZE
PROGRAM LANDING PAGE

Landing page
This layout is more of an
editorial style-landing page that
features the latest dream prize.

It’s a very simple integration of
Bud Light into Fantasy. We could
have a deeper integration into
the actual game application
on NFL.com. Commissioners
enter their team details etc.
to align the day-to-day and
conversational aspects of the
game into a larger Bud Light
platform.


UNDERSTANDING FAN BEHAVIOR
The following user profiles form a picture of football fans and help us understand
how to best facilitate conversations.


WHICH FANS? > FAIR-WEATHER, TYPICAL, AND OBSESSIVE FANS

Fair-Weather Typical Obsessive
Fan Fan Fan

Not posting updates about team Can’t remember what it was like to Doesn’t post many updates, but
news or performances. connect with friends during games people stop and listen when he
before the days of FaceBook. does (Quality over quantity).
Minimal interaction on sports sites, Usually timed around injury reports
or with sponsors brands on Visits sports sites regularly and is
Facebook. aware of the brands that are in the He respects the value of a sponsor.
vicinity of the NFL shield. More money to improve the team.
Not considered enough of an
authority on the game by friends. His big influence is related to good His insights change the way his
times. His friends see updates on friends (and friends of friends) play
Limited spend on fan engagement Facebook about the day’s logistics. Fantasy football.
related products and services.
Buys DirecTV, his teams gear, and Spends a lot on football. It’s his
Game day is a relatively calm day enough beer and food for a good priority right after food and
that doesn’t include too many time at house parties and bars. electricity.
opportunities for fun or interesting
stories. Storytelling takes the shape of He travels to games and has friends
ranting to friends about his team all over the country.
challenges and performance. Loves Traveling and game attendance has
to rub it in when his teams wins. resulted in a wealth of fan stories.


WHICH FANS? > FAIR-WEATHER FAN

Team affiliation: Likes Fantasy: After several
several teams, but not attempts he’s decided that
too bothered about any the time commitment is too
particular one. College much for him.
football has a slightly
Why football: Watching
greater meaning to him.
football is a good way
Knowledge: Visits ESPN.com to socialize and have
a couple of times a week. something in common with
friends.
How often: Watches a
handful of games at home Viewing habits: Watches at
on TV, and connects with home mostly.
friends in bars a couple of
Social connection: Enjoys
times a season.
reading the banter from
Game day: Not too a few football-obsessive
bothered. Doesn’t check friends on Facebook.
scores via mobile, and rely’s
on Sunday night/Monday’s Gamer: Not too much, but
news web sites for results enjoys some of the Wii
and headlines. sports games.


WHICH FANS? > TYPICAL FAN

Team affiliation: One team. think he has enough time to posting and tweeting on
One love. Go Bears. play properly. Sundays and Mondays.
Loves that he can easily
Why football: Has grown up
Knowledge: Is excited for the connect with people from all
with the same Sunday ritual.
season kickoff. Visits ESPN. over the world to talk about
Loves his team. Gives him a
com and NFL.com a lot to his team. He brags if his
lot to talk about with friends.
learn about the upcoming team wins, and defends his
games. Viewing habits: Watches team at all costs when they
on his large HD TV, laptop’s are losing.
How often: Watches nearly
turned on to view stats, and
all Bears games and Gamer: Buys several Xbox
mobile is within reach for
connects with friends for games a year. Plays Madden
scores and connecting with
most of them. football, but likes to play
friends.
other games against his
Game day: Has a ‘Sunday
Social connection: Is friends friends online.
ritual’ that’s all about
with several obsessive
watching his favorite team.
fans on Facebook. Loves
He typically watches at bars
the banter, but relies on
or friends houses.
his friends for detailed
Fantasy: Is eager to become knowledge, research and
a better player but doesn’t opinion. Heavy Facebook


WHICH FANS? > OBSESSIVE FAN

Team affiliation: Packers fan Game day: Game day is Why football: He’s known
(and has several tattoos to an entire weekend. Might as a guru of Packers and
prove it). involve travel for away general football knowledge.
games or coordination He thinks he’s a bit of a
Knowledge: Checks ESPN.
of tailgating activities. genius, and it’s his ‘expertise’
com and NFL.com, and
Basement is a shrine in life. It’s who he is.
multiple blogs several times
for optimal football
a day for the latest news. Viewing habits: Had to
consumption. Watches alone
knock down a wall to fit his
How often: Watches all or with a few select fellow
HD TV into the basement.
the games for Pre Season, obsessed friends.
Has several computers to
Regular season and all
Fantasy: As the support his need for stats
events. Training Camp,
Commissioner of his league (Apparently NFL.com is a
Combine, Draft and Super
he waves goodbye to non half second quicker with
Bowl. His favorite event is
Fantasy playing friends stats than ESPN.com).
the Schedule Release for the
and enters his basement Mobile is used anytime
upcoming season (So he can
and the world of stats for he leaves the basement
plan his year). For him Pro
the duration of the season. (bathroom, pizza delivery
Bowl is a non event - not a
Watches Fantasy TV shows, etc.)
real game.
and aspires to earn a living
from his league winnings.


WHICH FANS? > OBSESSIVE FAN (PAGE 2)

Social connection: Is
friends with several experts
on Facebook. Uses Social
Media as a tool for research
(Not to discuss wins and
losses), and to demonstrate
his expertise. Spends larger
amounts of time on fan
forums and club community
discussion boards. Has his
own blog, and posts lengthy
views on what’s happened
with players and his team.
Gamer: He plays a bit, but
theres not really enough
time with his football
commitments.

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