Budweiser
Client: Budweiser
Role: UI/UX Designer
Year: 2019
Budweiser is an American-style pale lager produced by the Belgian company AB InBev. It's a filtered beer, available on draft, in bottles, and in cans, made with up to 30% rice, as well as hops and barley malt. It's currently one of the world's most popular beers and is available in over 80 countries.
Project Goals
The main objective was to develop a digital product capable of promoting the commercial offering while simultaneously connecting emotionally with the user through interactive experiences and activities linked to the campaign theme.
The goal was to change the user's perspective, positioning the brand from a more closer perspective and strengthening the bond with the consumer.
The project began with a hackathon held as a meeting place for the various team members. This allowed us to establish a shared vision, and a deeper understanding of the product.
Various technological possibilities were also proposed, functional and creative approaches were discussed, and the brand identity was further explored.
Who is our target?
Our target audience is loyal brand consumers. Young people (mostly men) between the ages of 25 and 35. They are social, friendly, active, and passionate about soccer.
Various research activities (in-person and online) were conducted to gather data, opinions, and perceptions about the product and the brand.
Communication with the user
Competition between users for prizes.
Football-related activities.
Premium promotions and incentives for users.
Simple and fun activities that you can do with friends and other users.
Display information related to the Premier League and La Liga (results, schedules, etc.).
As part of the target audience definition process, a user persona was developed that allowed for a concrete visualization of the finaluser, facilitating decisions focused on their real needs. This laid the foundations for a more coherent, relevant, and value-oriented experience.
The results obtained throughout the process allowed us to establish the functional foundations and define the main characteristics of the digital product. This information was key to understand user needs, navigation patterns, interaction preferences, and usability expectations.
This also identified key points that served as conceptual points for content development, its organization, and distribution within the final experience.
Competition and Weekly Challenges
Users compete to obtain points
User Profile
Registration under DNI verification (18+)
App Exclusivity
Unique promotions and discounts with allied brands
Awards and incentives
Football awards and brand merchandising
Football Information
Informational use only of matches and others.
A content map was developed as a key tool for structuring and prioritizing information, allowing each section to be categorized logically and aligned with the project's objectives.
This process not only facilitated the connection between client needs and user expectations, but also allowed for the identification of essential functions within the digital experience. This provided a clearer view of the user journey, reinforcing consistency between content, features, and interaction moments.
Design
The intention was to build a solid, clean visual proposal aligned with the campaign's spirit. Red (the brand's iconic color) was the primary base color, contrasted with white in text and details to reinforce legitimacy and presence.
To connect with the soccer theme, images that conveyed the sport were chosen, always respecting the margins and conditions of the brand manual.
Transparencies and filters were also added as resources that allowed for expanded graphic options in the creation of components and items, while icons served as key support to guide reading and complement the visual message.
The logo was left at the top to maintain the brand identity and reinforce the branding
At the bottom, we placed the "Drink alcoholic beverages..." banner as a visible reminder of the brand's commitment to responsible consumption.
Throughout the design, the priority was always consistency with the visual identity: an intuitive, accessible, and easy-to-navigate experience, with attention to every detail.
The app's mechanics are based on challenges. Users compete against friends and other users to earn points and win bigger and better prizes.
There are several ways to earn points: through challenges, weekly quizzes, and by purchasing "branded" products at various affiliated stores.
It also offers exclusive promotions, discounts, and information related to Premier League and La Liga matches and game results.
Promotion Challenges
It allows users to earn points by scanning the promotional QR code on Budweiser beer bottles and cans. These can be found in various establishments and strategic locations throughout the city.
Experience Challenges
Augmented Reality Challenges
Points are earned by using the "augmented reality mode" with the various marked and promotional bottles in the various restaurants and locations affiliated with the brand.
Weekly Quiz
It consists of a series of questions related to soccer and its leagues. Users have one chance every three days to answer correctly and earn points.
Exclusive Promotions
Users can access several exclusive brand promotions, which can be taken advantage of at the various points of sale listed in the app.
Awards and merch
Users competing for lots of prizes, from caps and balls to two all-expenses-paid trips to a Premier League match (grand prize).
Profile
Displays user information, activity information, and point count.
Each user has a personal code that can be shared and validated by other users to earn more points.
Ranking and history
The ranking keeps track of the overall points score (weekly and overall) of all users, and the history shows the challenges previously completed by the user.
Futbol
Match information, results, and match schedules for both leagues (Premier League and La Liga) are displayed, with the option to add alerts so you don't miss any matches featuring your favorite teams or the most popular sport.
