B2C
QR Code
MarTech
Budweiser FIFA
World Cup™ Qatar 2022
About: Biggest global campaign in Budweiser's history for the World Cup, enhancing fan engagement through a seamless digital experience. The campaign aimed to utilize a 2-scan technology for QR codes and bottle scans, leading users to a promotional website with instant prizes.
Problem: How to drive user engagement by motivating them to purchase Budweiser products, actively participate in the promotional campaign, and establish a strategy to encourage repeat participation?
Timeline: March 2022 - November 2022
Role: Product Designer
Tools: Figma, Adobe Photoshop, Miro, Jira
Client: Ab InBev together with Squadra Digital
Team Squadra: Product Designers (2), Project Manager (1), Product Owner (2), Front-end Dev, Back-end Dev, QAs.
The way we conducted the design process
Understand
Talk to all the stakeholders, cross teams and users
Research
Benchmark, and secondary research
Define
User flow and addition of new features proposal
Prototype
Wireframes to prototype, according to the Design System
Test
Communicate with the global teams and QAs
Project Highlights
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The main user flow consisted of a 2-scan technology where the QR code would lead to the promotional website, and the bottle scan would recognize the beer bottle and provide the lucky number and/or instant prize immediately.
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The sitemap of the campaign needed to be simple, and straightforward to not stray away from the main purpose of the promotion, which was the bottle scan and user engagement.
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Each market (country) ran their own user experience tests, and provided data to make sure that the campaign would fit the specific needs of clients, stakeholders, and legal requirements.
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To comply with legal, the website needed to specify the prizes, provide a FAQ, terms and conditions, privacy policy as well as responsible consumption. The copywriting also had to use the brands voice along with no dual intent descriptions.
How did we communicate globally?
Following the agile methodologies, together with the engineering team, QAs, Product Managers, Product Owners, and another designer, I participated on daily and checkpoints to go over the development of the product to make sure that the design was delivered on a timely matter. I also engaged on weekly calls with each country representative to listen to their needs and accommodate design changes.
The main platforms used were Slack, Discord and Jira.
Understanding the problem
💫 What is needed?
Intuitive and easy to navigate user flow experience that engages.
❌ What is not working?
Users need to understand the need of scanning the bottle twice
✅ What can we do?
Create value and add a scan tutorial on how to use the bottle for better experience.
Sitemap
User Flow
Key features and technology used
For users to understand how to participate, a tutorial was added prior to the scan effort. The scan technology recognizes the open bottle, and an error/feedback messages were added as well to ensure the success of this task.
(1) Open the bottle
(2) Camera close to the neck
(3) Open top and QR visible
Menu
Easy navigation to access all the main tasks of the promotion.
Instant Prize
Clear view of the lucky number and copywriting aligned to legal requirements.
Profile
Creation of a sense of trust and comfort that all the entries were recorded to ensure that the participation is active.
Deliverables
The main visual design was created by a third party agency, and my job was to ensure that it would comply to the Design System DaVinci that AbInbev utilizes for all of their branded websites, along with the CMS (Drupal) limitations. The Figma design had to comply with the proper sizes of components, and if assets were not provided I was in charge of creating them by following the brand identity. For each country I had to provide the Figma designs with translated versions (Spanish, English, Portuguese)
Conclusion
This groundbreaking global project emphasized the importance of effective communication. Collaborating with diverse teams, overcoming challenges, and ensuring adherence to brand standards and legal requirements resulted in a successful campaign.
The experience not only strengthened professional bonds but also brought immense satisfaction witnessing the product being advertised and functional in real-world scenarios.
