A Lesson from Budweiser on “Content that Moves”

As a freelance writer and fan of all things social media, I work hard to create content that’s consistently compelling – content that people can relate to and can’t help but want to read.   Social media guru and author, Mark Schaefer, describes this as “content that moves” and this morning, I found a great example of that.  It certainly moved me.

If you haven’t already seen it, I’m talking about the new Budweiser commercial (#friendsarewaiting) that is creating buzz all over the Internet.  A friend posted the link, and since I usually enjoy Budweiser commercials (especially the ones with dogs in them), I clicked on it.

The ad starts out with a young man and his puppy.  Who doesn’t love puppies?  Anyway, the ad quickly makes the point that this young man and his dog are inseparable.  When the man leaves with friends (with a six-pack in hand) and doesn’t come back, the dog is devastated.  I think that’s when I stopped breathing.  I thought for sure that this lesson of never drinking and driving would surely be taught (as is so often is) through tragedy.

That wasn’t the case this time around – thank goodness!  Instead, Budweiser focused in on the positive – on the fact that people come back (where friends are waiting) when they make smart choices. That’s when the tears started.   Okay so they were happy tears, but they came nonetheless.  In a mere 60 seconds, this man and his dog, coupled with a very powerful message moved me.

I was even more impressed when I watched it again and realized that the ad contained very little branding.  For me, that added to its credibility as it clearly delivered the message that Budweiser is responsible – and really cares.  Not just any brand can pull that off, but Budweiser can and did.   Kudos — and thanks for taking my breath away with content that moves in more ways than one.


About Mary Jane Kinkade

I am the Director of Marketing and Development at Our Lady of Mercy Academy, South Jersey's premier Catholic high school for young women. I am mom to three amazing kids, married to my best friend, and happiest when at the beach (writing, of course!).
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