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  3. Budweiser achieves Net Promoter Score of 96

Budweiser achieves Net Promoter Score of 96

2022 FIFA World Cup™

The Experiential Marketing team at ABinBev (parent company of Budweiser) had a unique idea for a brand activation at the 2022 World Cup games: to capture the most exciting moments—as they were happening—and print the designs onto beer.

They integrated the tournament’s data with Ripples’ Bev-Top Media platform – a communications tool that can put any text or image on top of a foam-topped drink – installed Ripple Maker IIs at participating venues around the world.

Budweiser was able to automatically transform live score updates, game statistics, and stand out players into drink prints. Goals, players of the match, fan messages, and more were served atop cups of Budweiser beer to spectators in Qatar and participating locations around the world. Plant-based drink ink – developed from black carrots – was custom matched to Budweiser’s branded shade of red.

In two of the activation locations, Brazil and the UAE, ABinBev’s Experiential Marketing team analyzed the details of their net promoter score in real time.

A Net Promoter Score is an important measuring tool for brands. The higher the score, the more likely someone is to recommend that brand to their friends. Scores of 50 or higher are considered excellent, while scores above 70 are considered world-class. With a combined average score of 96 at both locations, the Budweiser-Ripples results were off the charts!

What’s a Net Promoter Score?
A net promoter score (NPS) is a metric used to measure customer loyalty and satisfaction. It’s based on the responses to the question, “How likely are you to recommend [brand] to a friend or colleague?” on a scale of 0-10. The NPS is calculated by subtracting the percentage of customers who responded with scores of 0-6 (detractors) from the percentage of customers who responded with scores of 9-10 (promoters).