Innovation Fueled by: Discovery Engagement
Industry Trend: Evolving Consumer Behavior for Alcohol Consumption
With increased entertainment options available in-home (high tech entertainment centers, gaming consoles, expanded content options), more and more young consumers are having parties and consuming alcohol in-home vs on-premise (“on-premise” = at bars and restaurants).
To increase on-premise consumption, ABI started a nationwide Brand Activation Manager (BAM) program that activated events at bars and restaurants.
ABI implemented over 15,000 events annually in the US with no tracking of spend, impact, or event data, and it needed a way to standardize and track activation of events with software used by over 300 BAMs.
RocketSpace curated an emerging events management technology that 1) provided data to define an events strategy, and 2) linked events investment to sales to understand ROI of events.
RocketSpace leveraged their extensive connections and expertise in the startup ecosystem to find Splash, an emerging online event management platform, that built a custom cloud-based platform with ABI to support the trade marketing program and integrate it into their sales database.
Results: ABInBev + Splash
ABI used new events data to prove a 9% sales increase at accounts with managed events and build a more effective go-to-market strategy that mapped to the company brand priorities.
The Events Management Team leveraged the data to expand investment into their program to drive even greater ROI.
"RocketSpace did an amazing job sourcing a shortlist of emerging startups nationwide for us to partner with and build our custom events management tool. Over the course of 3 years, Splash was a leading ABI Trade Marketing and Events partner whose tool provided insights we never captured before and allowed us make strategic decisions that led to increased return.”Tina Wung — Former Director of Digital Strategy, ABInBev
In the News: Partnership Media
International Business Times
How Spotify, The NBA, Anheuser-Busch Throw Parties And Recruit New Talent: Meet Splash
Corporate Innovation Services
Splash Partnership Brings Brand New Insights and Increased ROI Into ABInBev's Trade Marketing Programs
"People aren't using their events like marketing. They aren't using them as revenue engines. They're using them as cost centers.
But, the best brands are, and I think we have a hell of an opportunity to show more of them."