Budweiser's ‘Here's to the Heroes' Military Salute Named Best Mobile Marketing Tour for 2005
May 16, 2006
ST. LOUIS (May 16, 2006) — Budweiser’s efforts to broadcast the heartfelt messages of thousands of Americans to U.S. troops overseas as part of the “Clydesdales Across America/Here’s to the Heroes Tour 2005” earned Event Marketer Magazine’s Ex Award for “Best Mobile Marketing Program” as selected by a national panel of marketing executives.
The national tour traveled more than 30,000 miles in 2005, visiting 28 cities and recording video messages of support from more than 13,000 Americans. The tour also garnered significant national media attention, including more than 420 stories on such programs as “FOX and Friends,” “The Today Show,” CNN and the Travel Channel. The tour production was managed by The Spark Agency of St. Louis, which joined representatives of Anheuser-Busch in accepting the award presented during the 4th Annual Experiential Marketing Summit in Chicago.
“Budweiser is honored to receive this award, but more importantly, we’re honored to have contributed to the positive morale of U.S. troops overseas by sending them messages from home throughout 2005,” said Randall Blackford, director of Budweiser Marketing for Anheuser-Busch. “The Tour was well received in every city. We were overwhelmed with the emotional public response to the opportunity to speak directly to the troops.”
On April 22, one eight-horse Budweiser Clydesdale hitch along with a 53-foot mobile exhibit and recording studio started in New York, and another started in San Francisco, for the cross-country trek. SeaWorld and Busch Gardens animals accompanied the tour along the way.
Visitors were filmed individually in a 10-foot by 10-foot recording studio for their own 10- to 30-second greetings to the troops. The messages were then played on American Forces Radio and Television Service at U.S. military outposts in more than 177 countries worldwide and on the Pentagon Channel in the United States.
The two Clydesdales teams crossed paths on the historic Eads Bridge in St. Louis during the nation’s largest Independence Day celebration. More than 200,000 fair-goers witnessed the live event as 62,000 Watts of xenon spotlights illuminated the sky above the St. Louis Gateway Arch followed by a spectacular fireworks display.
Due to overwhelming public response, the tour was extended to an additional seven cities, coming to a close during the 106th Army-Navy Game in Philadelphia on Dec. 2.