Goal: 'Always-On PR'
Coverage: 230 media hits
Social Shares: 12K+
PR Value: $5.4M
National Cable TV segment on Headline News
Feature story CBS News
Front page of AOL Lifestyle
MSN and Yahoo
10+ Top Foodie Blogs
70+ Local TV Stations (8 of Top U.S. Markets)
30+ Local Radio Stations (7 of Top U.S. Markets)
Budweiser wanted to generate regular and consistent earned media coverage at a lower cost per impression – especially during periods without large-scale brand sponsorships like a music festival or Super Bowl. Budweiser asked PR Hacker to create an 'always-on' PR program that would keep the brand top-of-mind between while simultaneously communicating the idea that Budweiser drinkers are "genuine" and "approachable."
To create news that a broad range of mass media outlets could cover regardless of their location, PR Hacker created the Budweiser Beerpressions National Survey — a study about how beverage choices influence first impressions and perceptions of approachability.
Leveraging its in-house market research team, PR Hacker conducted a survey of 2,000 U.S. residents in under 48 hours, generating a data-driven story on what your drink says about you. Just in time for National Drink Beer Day, PR Hacker also compiled an individual ranking of the most beer-loving U.S. states that could be pitched locally in each state. Because these stories could work well on local TV, PR Hacker provided outlets with ready-to-go Budweiser video B-Roll.
The result: In only 6 weeks, we generated 322M impressions, 11K social media mentions, and 233 media placements for Budweiser—all without spending a single dollar on sponsorship.