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Our goal was to support Budweiser in demonstrating their support for the LGBTQ+ community at London Pride. The campaign aimed to distribute 65,000 branded reusable cups, representing various LGBTQ+ identities, to create a memorable and meaningful impact on event attendees.

Campaign Strategy

  • Widespread Cup Distribution: Dispersed 65,000 cups across six key locations in Central London, offering them as keepsakes to attendees and encouraging eco-friendly practices by using them for drink refills.
  • Branding and Representation: Ensured the cups symbolised the diversity of LGBTQ+ identities, aligning with Budweiser’s commitment to inclusivity and support for the community.
  • Efficient Resource Management: Managed all aspects of the event, including logistics, staffing, recycling, and waste disposal, to ensure smooth execution and minimal environmental impact.

Execution

  • Extensive Staffing and Leadership: Deployed over 70 staff members, including an event manager, team leaders, and brand ambassadors, to effectively manage the distribution and recycling process.
  • Logistical Coordination: Handled pre-event logistics, including stock storage and timely on-site deliveries, overcoming challenges related to restricted vehicle access.
  • Environmental Consideration: Provided branded recycling bins and managed waste disposal, reinforcing the campaign’s commitment to sustainability.
  • On-Site and Off-Site Management: Maintained an on-site head office presence for immediate oversight, complemented by 24/7 management outside live hours.
  • Campaign Documentation and Reporting: Captured professional video footage of the promotion and compiled a bespoke post-event report detailing the campaign’s reach and impact.

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Impact

Budweiser’s presence at London Pride 2019 was a resounding success, marked by the significant distribution of branded cups and the positive reception from the attendees. The campaign not only highlighted Budweiser’s support for the LGBTQ+ community but also promoted sustainability through the use of reusable cups. The effective coordination of staff and resources ensured that the event was both impactful and environmentally conscious, leaving a lasting impression of Budweiser’s commitment to inclusivity and responsible celebration.