Bud Light's Digital Fridge Displays Reveal Branded Content
Laura McQuarrie — January 14, 2016 — Marketing
As a unique way of promoting the Bud Light brand, Anheuser–Busch InBev introduced digital fridge displays to stores across the United States.
On these dynamic display units, the fridge door doubles as a display surface for the brand to engage with consumers using an array of location-specific videos, graphics and animations. Beyond providing product information, the in-store display also serves as an eye-catching way for the brand to call attention to limited-time promotions, holidays or special events like the Super Bowl.
While the advertising features are a main component of this connected beer fridge, it first and foremost serves as a working beer fridge for keeping brews cold. Beyond containing cans of beer, this kind of connected fridge could also be adapted to suit a number of products from dairy treats to sodas.
On these dynamic display units, the fridge door doubles as a display surface for the brand to engage with consumers using an array of location-specific videos, graphics and animations. Beyond providing product information, the in-store display also serves as an eye-catching way for the brand to call attention to limited-time promotions, holidays or special events like the Super Bowl.
While the advertising features are a main component of this connected beer fridge, it first and foremost serves as a working beer fridge for keeping brews cold. Beyond containing cans of beer, this kind of connected fridge could also be adapted to suit a number of products from dairy treats to sodas.
Trend Themes
1. Interactive Displays - Digital displays that engage consumers with location-specific videos and graphics present opportunities for in-store advertising and promotion.
2. Connected Fridges - Interactive beer fridges could be adapted to showcase a variety of products beyond just beer.
3. Branded Content - Utilizing fridge doors as branded display units can provide a unique way of engaging with consumers and promoting products.
Industry Implications
1. Beverage Industry - Beer and other beverage companies can utilize connected fridges to promote products and connect with customers in-store.
2. Retail Industry - Interactive displays can help promote products and engage customers, improving the in-store experience and driving sales.
3. Advertising Industry - Brands can explore interactive and innovative ways of showcasing their products and creating brand awareness through digital display units.
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