The annual year-end party serves as a moment for people to congregate and strengthen their bonds through conversations. Traditionally, this occasion involves engaging in cliché and old-fashioned activities, such as award ceremonies, reunion dinners, and greetings. However, these conventional activities may pose a challenge for dreamers who may participate in the year-end party merely for form’s sake. They may struggle to articulate their distinctive aspirations. Since every Jack has his Jill, they may feel most at ease sharing their unconventional dreams with individuals who share a similar mindset and perspective. Therefore, it is essential to create a uniquely exclusive event that establishes a shareable atmosphere for inner thoughts and celebrates big dreams collectively. When a multitude of aspiring individuals gather in one party, their collective presence can generate an influential force of inspiring and motivating others. In terms of entertaining content and engaging connections to celebrate the Pre-Tet occasion, 41.9% of internet users devote time to watching video live streams online (We Are Social, 2022). Budweiser recognizes the limitless potential of these powers and leverages them by live streaming the Dream Anthem Party 2023 through Facebook platform. Then, the Exclusive yet Boundless Year-End Party was created!

Why was the Budweiser Dream Anthem year-end party exclusive? Budweiser seeks to utilize this event to promote the fearlessness of big dreamers to a larger audience. These individuals possess grand ambitions and the courage to take concrete steps towards achieving their dreams. They share similar values and philosophies and are offered a safe and intimate space to exchange their plans and network on a profound level. Envision a space where one's grandest aspirations are not merely accepted but rather celebrated with open arms. A place where individuals can freely express themselves without fear of scrutiny or bias. Such a utopia is precisely what Budweiser's online-to-offline event (O2O) endeavors to create. Why was the Budweiser Dream Anthem year-end party boundless? But this is not just any ordinary assembly. This gathering is exclusively earmarked for those who self-identify as big dreamers, affording them the authority to express themselves freely without the limitations of preconceived ideas or societal expectations. The possibilities are truly boundless as their dreams know no bounds! As this event bridges the gap between online and offline connections and truly becomes boundless, individuals can congregate and boldly celebrate their grandiose aspirations. It's a union of like-minded individuals driven by their passion and determination to make a positive difference in the world. So step into this space and embrace your inner dreamers! Budweiser affirms to dreamers that "Dreams are yours to take" because all dreams, regardless of their differences, are worth sharing and acknowledging. At this Exclusive yet Boundless Dream Anthem year-end party, let's raise a Budweiser and share our dreams to pave the way for a new, exciting year.

The Budweiser Dream Anthem Year End Party, which took place on January 18th 2023 (December 27th 2022 in the lunar calendar), provided a platform for big dreamers to celebrate the arrival of the new year in an explosive manner. To ensure maximum awareness and engagement, Budweiser employed a variety of digital tactics, targeting both online and offline users to participate in the event. Influential KOLs/KOCs in the underground culture Budweiser's Dream Anthem Year End Party received a resounding response from the crowd. As the brand ambassador Hoàng Đức, a renowned Vietnamese footballer, and top influencers in the underground culture gathered to share their dreams. In order to encourage our dreamers to share their dreams via the Dream Anthem, we started with the communities where authenticity and self-expression are most treasured: The Underground The Dream Anthem's impact was magnified by Minh Headless, an underground fashion designer, who created a unique outfit specifically for Budweiser. This outfit was released as a limited edition gift exclusively for the dreamers attending the event, reflecting Budweiser's commitment to delivering an exceptional and memorable experience for its guests. Other artists also jumped into the bandwagon: Triple D - a music producer and musicians, B-wine - a rapper, Emily & Big Daddy - a pop singer couple. Since these people are unique artistic souls in Vietnam's underground music. Their presence at the event served as an inspiration for the audience, showcasing their individual journeys and unyielding dedication towards achieving their unconventional dreams. By sharing their experiences, they aimed to incentivize all dreamers to voice out their aspirations. Unique user-generated-contents into the lyrical music video of Dream Anthem As the key highlight of the Party, the collaborative Dream Anthem was introduced in the form of a lyrical music video, featuring dreams of all types. Budweiser used UGC to tap into the imagination and ideas of big dreamers. Furthermore, by collecting these creative ideas, Budweiser could create a larger community that encourages individuals to confidently express themselves via the Dream Anthem. The MV was then amplified further on Facebook and Youtube. With its unique mechanism of inserting user-generated-contents into the video, it helped maximize the reach to full pool size of our target audience of 16.6 millions of Facebook users. Live Streaming on Budweiser’s fanpage and influential community page The climax of Dream Anthem Party was achieved when a diverse group of individuals, each with their own unique dreams, congregated at the event. The occasion was hosted both offline, as an exclusive invitation-only party, and online, as a live-streamed concert on Budweiser's Facebook fanpage, as well as influential community pages Vua Bia and Kenh14. During the live-streamed event, attendees were prompted to share their dreams in the comment section, with the opportunity to win exclusive prizes from the brand. Furthermore, a dream-related quiz was implemented to promote interactions between participants and artists. The live interaction feature of Budweiser's Facebook livestream allowed users to actively engage and connect with the brand, its KOLs, and the big dreamer community in real-time. By doing so, Budweiser was able to effectively spread its message of "Dream is yours to take!" to a wider audience. This approach leveraged the power of social media as a platform for interactive and engaging content that fosters a sense of community among users. The resulting increase in brand awareness and customer engagement demonstrated the effectiveness of using digital tactics to reach and connect with consumers in a meaningful way.

The Exclusive yet Boundless Dream Anthem Party with 150 offline exclusive guests The livestream event also help the brand set a new record of: - 1.3 million total views, 3 times higher than the direct competitor’s New Year Eve livestream activity. - 67,228 total engagements The key success of the campaign is in the amount of earned media it achieved, accounting for: - 87.84% earned media of the total media spending - A whopping 407.400 buzz volume among which are: +153.400 collectable total mentions +151.600 collectable comments/replies +151.300 collectable likes.