Budweiser
Client: Budweiser
Role: UI/UX Designer
Year: 2019
Budweiser is an American-style pale lager produced by the Belgian company AB InBev. It is a filtered beer available on draft, in bottles, and in cans. The brewing process involves using up to 30% rice, hops, and barley malt. Budweiser is currently one of the most popular beers in the world and is available in over 80 countries.
Project Goals
The main objective was to create a digital product that promotes the commercial offering while connecting with users emotionally through interactive experiences and activities related to the campaign theme.
The goal was to shift the user's perspective, make the brand more relatable, and strengthen the bond with consumers.
The project started with a hackathon, serving as a meeting place for the various team members. This setting allowed us to develop a shared vision and better understand the product.
We discussed various technological options during the event, explored functional and creative approaches, and further defined the brand identity.
Who is our target?
Our target audience is loyal brand consumers, primarily young men aged 25 to 35. They are sociable, friendly, active, and passionate about soccer. We conducted various research activities, both in-person and online, 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.).
Distributing online surveys and questionnaires through digital channels and social media quickly and effectively enhanced our understanding of the customer profile. This approach allowed us to gather insights into user perceptions, usage habits, and motivations.
The results helped us identify relevant interaction mechanisms and better understand the reasons behind brand engagement.
A user persona was created to visualize the end user during the target audience definition process. This helped us make decisions focused on their needs, establishing the groundwork for a more coherent, relevant, and value-driven experience.
The results we obtained during the process enabled us to establish a solid functional foundation and outline the key characteristics of the digital product. This information was crucial for understanding user needs, navigation patterns, interaction preferences, and usability expectations.
Additionally, we identified essential concepts that guided content development, organization, and distribution within the final user 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 created as a crucial tool for organizing and prioritizing information. It enables each section to be logically categorized and aligned with the project's goals.
This process helped bridge the gap between client needs and user expectations, facilitating the identification of essential functions within the digital experience. As a result, it provided a clearer understanding of the user journey, reinforcing consistency among content, features, and interaction moments.
Design
The objective was to develop a strong and visually appealing proposal that captured the essence of the campaign. Red, the brand's iconic color, served as the primary base color, while white was utilized for text and details to enhance clarity and visibility.
Images representing the sport were selected to connect with the soccer theme, ensuring compliance with the brand manual regarding margins and conditions.
Transparencies and filters were integrated to provide additional graphic options for creating various components and items. Furthermore, icons were key elements to guide the viewer's understanding and complement the overall visual message.
The logo was placed at the top to enhance brand identity and improve recognition.
At the bottom, we included the "Drink alcoholic beverages responsibly..." banner to remind consumers of the brand's commitment to responsible consumption.
Throughout the design process, our top priority was to maintain consistency with the visual identity. We aimed to create an intuitive, accessible, easy-to-navigate experience while carefully considering every detail.
The app is centered around challenges, in which users compete against friends and other participants to earn points and win exciting prizes.
Users can accumulate points by engaging in various activities, such as completing challenges, participating in weekly quizzes, and purchasing "branded" products from affiliated stores.
The app also offers exclusive promotions, discounts, and updates on Premier League and La Liga matches, along with game results.
Promotion Challenges
Users can earn points by scanning the promotional QR code found on Budweiser beer bottles and cans in various locations throughout the city.
Experience Challenges
Augmented Reality Challenges
Points are earned through the augmented reality mode by scanning various marked and promotional bottles at different 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 opportunity every three days to answer correctly and earn points.
Exclusive Promotions
Users can access exclusive brand promotions at the app's listed points of sale.
Awards and merch
Users can win various prizes, including caps, balls, and two all-expenses-paid trips to a Premier League match as the grand prize.
Profile
It provides details about users, their activities, and point totals. Each user has a unique personal code that can be shared and validated by others to earn additional points.
Ranking and history
The ranking monitors users' overall point scores, weekly and overall, while the history section displays previously completed challenges.
Futbol
Match information, results, and Premier League and La Liga schedules are available. You can set alerts to avoid matches involving your favorite teams or the most popular sport.
