"What you'll see is something completely different than anything you've ever seen" he says. "Because the sapphire gem is a rare jewel we decided to think about how a luxury jeweler would market the brand. So it will be a very sophisticated but very different approach than one might expect from a beer."
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A new factor Anheuser-Busch InBev must contend with that didn't exist even a few short years ago: social media. No longer will it have to wait until the next morning for newspaper reviews to see which spots resonated. Fan engagement is out in the open on Facebook and Twitter and as a result is now a big part of the Super Bowl activation.
"If you've made an investment in the Super Bowl, you can't ignore the opportunities you have to amplify it in social media before, during and after the telecast," Chibe said. "Facebook and Twitter provide you with an amazing amount of rich information about how people perceive the work you're putting on air."
Budweiser saw an immediate spike in buzz surrounding the Bud Light Platinum debut in last year's game. Company metrics indicate #MakeItPlatinum was the No. 2 most used Twitter hashtag among Super Bowl advertisers.
And the buzz didn't stop when the game ended, with additional metrics showing the Bud Light Platinum brand being mentioned over 130,000 times in social media and #MakeItPlatinum used over 50,000 times over the course of the next year.
Still, while the ads change from year to year, and technology may cause adjustments to the way Anheuser-Busch InBev approaches consumer engagement, Super Bowl brand promotion still comes back to one simple truth: the natural connection between beer and football.
"The Super Bowl is the ultimate beer occasion," Chibe said. "You're getting together with friends, you're enjoying the game. Watching football is one of the most important beer drinking occasions. So to be linked with the (game) that is the icon of beer consumption occasions is something that we are proud of."