Among lessons Anheuser-Busch has learned, Chibe stressed that companies should be fan-centric, not brand centric. Since no one gives more than a fleeting thought to your brand,
you have to win their attention every day, every minute. That understanding should be built into an mobile initiatives as well. “If just becomes about the brand its going to be really tough to
drive engagement.” Among other tips, he said brands in mobile should experiment early and often, drive constant creative iteration in campaigns, win over mobile-centric Latino users and
advertise on platforms with scale. As an example of the last point, he cited the company’s use of Shazam in Super Bowl ad that helped to drive 400,000 song downloads.