Crafting the Perfect Experience

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    Sales and Marketing  Communications Meeting
    C-Level Executives
    Dallas, TX
    Special Event
    General Contractor
    Audio Visual 
    Experience Design
    Creative Development
    Event Production
    Message Development
    Production Management
    Food and Beverage

A Personal Brand Connection

Anheuser-Busch, with over 100 varieties of beer, is a brand built on ingenuity and innovation.

The Sales and Marketing Communications Meeting (SAMCOM) is used to connect the brand with every attendee, and Anheuser-Busch wanted to use SAMCOM to showcase high-end craft beers as a part of its established, well-known brand family. Aligning with company culture and branding, the three-day meeting ended with a unique and educational immersion experience for wholesalers. 

Bold Brand Personality

The organization's Sales and Marketing discovery sessions revealed that Anheuser-Busch’s wholesalers were interested in craft beer brands because of the increasing popularity of craft breweries. Anheuser-Busch seized the opportunity to give wholesalers a taste of the elite craft beers. FreemanXP created a special event, “Street Feast,” which would serve as a soft sell to wholesalers through fun education and standout brand experiences. 

Each brand has a personality that is unique to the product. The goal was to convert guests from wholesalers to brand supporters. Each brand’s individuality shined with a bold experience that introduced attendees to the brand on a personal level. 

A Taste of Something New

FreemanXP partnered with Anheuser-Busch to develop the event theme, map out the attendee experience, and shape the look and feel of the space. The event was designed to match the aesthetic and energy of a high-end festival experience complete with food pairings, craft beer, and outdoor décor. High-tech lighting created a summer dusk atmosphere while the DJ played tunes that reminded guests of never-ending summer fun. 

Pushing Beer Boundaries

Warm wood tones, barrel furniture, and greenery transformed the exhibit hall and brought the outdoors inside.

Guests felt as though they walked out of the meeting space and into a street festival complete with street signs, barricades, bicycles, and vinyl crosswalk details on the floor. Ten brewery zones placed around the perimeter completed the beer garden vibe. Each brewery’s display brought the brand’s culture to life and captivated guests. From ski lifts to trailers and from boats to beach parties, the ambiance encouraged conversation, set the tone for relaxed fun, and strategically guided attendees through every unique brand experience. 

All ten brands had a high volume of “lips on liquid” with over 15,000 samples served at the event. Brand awareness for the Anheuser-Busch craft brewery labels increased as attendees used the hashtag #SAMCOM to post over 350 images to Instagram. The event pushed the boundaries of what attendees have come to expect at SAMCOM and of Anheuser-Busch overall.