Budweiser's 'Wassup' Budweiser's memorable 'Wassup' campaign is, according to Robert Wong of Google Creative Lab, "By far the most iconic, pop-culture spiking and memed ad of the 21st century." The television advertisement started life with a prime spot during the Super Bowl in 2000 and featured friends repeating the phrase to each other over the phone as they drank Budweiser and watched a football game on television. The ad captured popular imagination immediately, with parodies created in response as well as being picked up by media personalities from Howard Stern to Katie Couric. The kind of organic influencer sponsorship in today's social media space would be worth a fortune. Although still in the early days of the web, the brand was a pioneer in what is now a digital norm; it directed viewers to the website. On the website, viewers could learn how to say 'Wassup' in more than 30 languages. This additional content and word-building created a richer, fuller campaign off the back of one word that saw traffic to the site surge and seal effectiveness of the campaign. Not only did the ad win several awards, including the Grand Clio and the Grand Prix at the International Advertising Festival in Cannes, but it captured the public's imagination and drove sales with Bud Light sales growing at double-digit rates. (Source: Digital Marketing Institute, 2018) A. Name TWO (2) integrated marketing communications tools used with success by Budweiser and cite ONE (1) instance from the case where each was used. (6 marks) B. Define publicity and discuss TWO (2) benefits and TWO (2) limitations that Budweiser could experience by using this tool. (10 marks) C. Assume that Budweiser used an in-house agency. What would be TWO (2) benefits of their using this type of advertising agency? (4 marks)