Campaign: Budweiser/Folds of Honor Blippar App
Company: Anheuser-Busch (Budweiser)
Nonprofit Partner:Folds of Honor
Launch Date: May 24, 2013
This summer, as Budweiser donates up to $1.5 million to the Folds of Honor Foundation via a traditional cause marketing effort, the brand is asking its customers to help choose which U.S. states could receive a portion of the proceeds. Consumers are asked to download an app called Blippar, scan the Budweiser bowtie logo, then pick a U.S. state to help determine where a portion of donation could be directed while learning about Folds of Honor. The ten states with the most support are eligible to receive a total of $100,000 via scholarship programs.
Budweiser’s patriotic cause marketing program has grown each year, this year incorporating this digital engagement via the Blippar app. We’re always a bit wary of campaigns asking consumers to take multiple steps, particularly ones off the beaten online path. Budweiser is playing it safe for this experiment, with low dollar amounts directed to the campaign and simply asking consumers to direct already-allocated funds. This logo-scan technology does seem to be the new iteration of quick-response technology and we’re eager to see more cause initiatives experimenting in this way.