Budweiser utilise le marketing sportif pour s’installer au Brésil

Anheuser-Busch, le brasseur américain, s’est fixé un objectif très simple et très clair pour les années à venir afin de compenser le ralentissement des ventes aux Etats-Unis : lancer sa marque phare, Budweiser, au Brésil et la positionner dans le segment des marques premium. En effet, Anheuser-Busch a vendu 18 millions de barils de bière en 2010, soit 7 millions de barils en moins versus 2005, à cause de l’arrivée des bières dites « à faible calorie » et le groupe, qui veut devenir un des grands de ce monde après le rachat en 2008 de près de 52 milliards de dollars, se devait de trouver des relais de croissance ailleurs que sur la terre de l’Oncle Sam et a donc choisi le Brésil comme terre promise.

Pour se faire, Budweiser se doit d’aller plus loin que la simple traduction en portugais de sa légendaire signature, « This Bud’s for you », et la marque a donc décidé de signer le champion brésilien d’Ultimate Fighting, Anderson Silva et d’en faire son ambassadeur afin de l’aider à pénétrer ce marché brésilien.

« L’araignée » est à l’affiche d’une websérie réalisées par la marque, intitulée « Budweiser Champion Experience » et diffusée uniquement sur la page facebook de Budweiser Brazil. Cette page est rapidement devenue le centre pour tous les fans d’Anderson Silva et d’Ultimate Fighting puisque les vidéos présentaient la préparation de l’athlète pour le match qui s’est tenu le 27 août dernier à Rio de Janeiro contre le japonais Yushin Okami. De plus, les billets pour pour le match étaient vendus sur la page facebook, une bonne manière de créer du trafic vers son support pour la marque. Pour finir, Budweiser a organisé un jeu concours sur facebook et twitter permettant à deux personnes de gagner leurs places au premier rang pour le match.

En capitalisant sur la notoriété de l’athlète et l’organisation de l’événement, Budweiser a réussi à se faire connaitre comme en atteste ses 110 000 fans sur sa page facebook. Même si le succès se mesurera sur le long terme, Anheuser-Busch nous a montré qu’il est possible de s’installer sur un nouveau territoire à l’aide du marketing sportif.

Ci-dessous les 3 teasers de la websérie Budweiser Champion Experience :

[youtube]http://www.youtube.com/watch?v=EFv3deUVv0I[/youtube]

[youtube]http://www.youtube.com/watch?v=cmtVtgcTXKY[/youtube]

[youtube]http://www.youtube.com/watch?v=Wh6BD0xeYQs[/youtube]

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2 Rétroliens / Pings

  1. Budweiser utilise le marketing sportif pour s'installer au Brésil ... | sponsoring | Scoop.it
  2. Brasil x Brasil par Nike | Sportsmarketing.fr - Le Blog du Marketing Sportif

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