Objective: To help Anheuser-Busch gain national attention for a local special event – Bud Bowl 2006 – held in Detroit during the 2006 Super Bowl.

Strategy: Provide pro-active ground support to the Anheuser-Busch staff and assist in media relations efforts to generate national media coverage for this unique concert series.

Challenge: To showcase the local event in a way that interested national media while working with tight deadlines and short lead times on projects, as well as other logistical and planning considerations.

Approach: Coordinated on-site photography of the temporary club venue erected at Tiger Stadium; transmitted photos and captions nationally; assisted in the transfer of video coverage through the editing and post-production process; delivered the videos to major Detroit television stations and posted the video through a satellite uplink.

Results:

• Generated nearly 400 stories with a total audience of more than 24 million and attracted national media, including the Associated Press, ESPN, US Weekly and Sports Illustrated.
• Per our client, “Having ‘ground support’ on the streets of Detroit…experts who know the intricacies of local media, was essential for Anheuser-Busch…Bianchi Public Relations ran with the ball locally! Bud Bowl Detroit will go down as one of the most successful in a long line of Super Bowl promotions.”

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