Back then: Mark Greenspahn director of contemporary event marketing was hooking up with consumers on the road and in bars and clubs around the country with the Bud Light Lounge the Dale Jr. Experience the Busch Bass Pro Shop mobile rig and the new Bud Light MXT. It all added up to more ways to reach consumers. A-B figured out that it wasn’t all about big rigs. Smaller vehicles were giving the brand more flexibility and the ability to target a particular demographic with precision.
Now: Greenspahn still handles one of the most prolific and experienced internal mobile marketing departments in existence. Here’s his take on what’s new with the brew:
What is the A-B event department’s biggest accomplishment of 2007?
This has been a great season for the Anheuser-Busch mobile marketing exhibits and the contemporary marketing teams. We’ve been able to make friends one person at a time; one event at a time. One result we’ve been really pleased with is the great excitement the Bud Light MXT has received around the country. This smaller unit is flashy interactive and gets a lot of attention. Because of its more nimble size and shorter set-up/tear-down time we’re able to take this unit to a wide variety of events. With the Bud Light MXT we’re able to bring contemporary adults an interesting unique experience that remains relevant to their ever-evolving tastes.
What is your biggest challenge going into 2008?
Anheuser-Busch has an opportunity to create more memorable experiences for consumers through interaction with our very talented SET team members and mobile exhibits. We realize that competition for consumers’ time and event space will continue to increase. We’ve got to make sure that our mobile units provide an exciting fresh experience for beer drinkers every year. We have to keep making sure our Budweiser and Bud Light brands are associated with the most appealing attractions at the most popular events across the country.