Case Study

Stella Artois serves up strong brand associations with a Twitter sponsorship

Key results

The opportunity

As the official beer sponsor of The Championships, Wimbledon () gave Stella Artois UK () the chance to strengthen its association with one of the most prestigious occasions on the British sporting calendar, and helped it become the most talked-about beer of the summer.

The strategy

With 64% of tennis enthusiasts taking to Twitter during big matches, decided to use an In-Stream Sponsorship to tap into the buzz and own the conversation. By placing sponsored content at the start of live streams and highlight videos, aligned itself with the best action from the tournament and put the brand at the forefront of viewers’ minds. 

Alongside sponsored content, introduced Conversational Cards to strengthen brand associations and get people talking, as they asked tennis fans to Retweet their views on some of Wimbledon’s most heated debates, such versus .

added the hashtag and a custom clinking beer glass emoji to Promoted Tweets to boost the conversation. While the classic hashtag helped to maintain a continental flavour.

Build brand associations with an In-Stream Sponsorship.

By using In-Stream Video Ads and effective audience targeting, put itself at the centre of the action and became the beer that is synonymous with Wimbledon.

Boost engagement with Conversational Cards.

took engagement to a new level by using Conversational Cards to get tennis fans talking.

Enhance the conversation with a custom emoji.

Launching a custom clinking beer glass emoji helped bring a fun, playful element to the conversation, and further strengthened brand associations.

The success

Partnering with on Twitter boosted awareness and positive brand associations for throughout the tournament, with a 13% increase in ad recall, a 7% lift in consideration amongst engagers and a 9% lift in favourability amongst video viewers. The Conversational Cards also saw a significant boost in engagement, achieving a 2.55% engagement rate.

We used Twitter to amplify our partnership with and be the most talked-about beer brand during summer. Twitter was effective in enabling us to join the national conversation and establish strong brand associations during this much-loved cultural event.

Lucas Rocha, Digital Planning Manager, Anheuser-Busch InBev

Solutions used

Audience targeting

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Expanding reach

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