Budweiser case study

Each year, Budweiser sets out to inspire the American people to raise the bar so that they can feel empowered to live the life of their dreams. Through hard work and determination, anything is possible - especially achieving a Guinness World Records title.

Budweiser’s experiential agency Mosaic, set out to create a buzz-worthy event to kick-off the summer in hopes to unite people to do something memorable, while making history together.

As a tribute to the patriotic St. Louis community, the team at Budweiser attempted to break the Guinness World Records title for Most people grilling/barbecuing simultaneously. Grilling, a classic American past time, felt like the perfect record to break when they received the guidance and expertise from the record experts at Guinness World Records.

The event was promoted locally before the attempt, with radio spots, print ads and flyers, as well as Budweiser creating their own microsite so people could register to attend online.

On 30 June 2018, 564 grillers came together in Bud’s backyard and successfully made history, beating the previous record by 170 grillers.

With the support of a Guinness World Records adjudicator onsite, participants cheered in excitement and the final certificate was presented. This epic historical moment was shared with the rest of the world on the US’s most patriotic day - July 4th.

The video content captured after the excitement was immediately picked up by the media and shared with the nation through various channels. With over 21 million impressions and 7 million public views, the piece was extremely well received by the public with a 99% positive conversation sentiment.

After the event, Budweiser displayed posters in local retailers and ran several videos and posts across their social channels.