Fresh AF


Branded Content and Youth Marketing

The Challenge

Budweiser has been on a journey to become more relatable to the South African youth audience and in so doing, have decided to play in the music space, more especially house music. The brand decided to partner with Ultra Music Festival, but the challenge they faced was bringing this partnership to life digitally and building brand appeal for 18 – 24 year old House music enthusiasts.

The Solution

As a solution, Fresh AF came up with Budweiser King of The Decks, an online DJ search competition that would amplify the brand’s association with the Ultra Music Festival and also the brand’s “King of Beers” slogan.

The competition winner stood a chance to play at Ultra’s main stage and the campaign served as a build-up to that. DJ Sabby, DBN Gogo and DJ Oskido were used as the official campaign judges. The campaign was divided into 3 Phases, Phase 1 was a call for entries which pulled in thousands of online entries that were narrowed down to 500 quality entrants. In Phase 2, the Top 10 finalists were chosen and the final Phase 3 saw the Top 3 finalists go head-to-head on a live radio battle.

In the end, DJ Nkanyezi Kubheka came out as the ultimate winner voted for by consumers. The campaign hashtags #BudKingOftheDecks and #KingOfBeers trended on Twitter on launch day and again on the Monday following the Ultra Music Festival. The campaign gained a staggering 28 Million + impressions, the highest number of engagement the brand has ever seen on a digital campaign since its launch in SA. The result was also a stronger affiliation with South African House music and youth culture, all thanks to Fresh AF’s brilliant idea.

28 Million +