• by Tanya Gazdik , October 10, 2014

Budweiser has a marketing property that truly sets it apart from other beer companies, and really any other company: The majestic Budweiser Clydesdales.

Not only are the world-renowned horses regularly featured in the brand's most beloved advertising, three teams engage with consumers at nationwide events which create one-on-one, meaningful interactions with customers on a large scale to drive brand advocacy, says Julia Mize, Anheuser-Busch VP of experiential marketing.

An 18-year veteran of Anheuser-Busch, Mize oversees the experiential strategy and execution for all branded retail outlets in stadiums, arenas and airports and leads licensing management for all brands. Operationally, Mize manages the world-renowned Budweiser Clydesdales, Grant’s Farm, and U.S. brewery experiences and gift shops.

“We cherish our Clydesdales,” Mize tells Marketing Daily. “They have been around since the repeal of prohibition.”

The majestic horses are a symbol of quality and sophistication for the Budweiser brand, she says.

“We have used the Clydesdales in a lot of ways,” Mize says. “You see them in Super Bowl commercials, so they are actors. But in the beginning they were actually used to deliver beer to taverns.”

That task has been re-imagined in recent years with three teams (or “hitches”) of horses making appearances at various high-profile events across the country. A delivery of product to a popular local pub or a contest where a consumer can win home delivery by the horses are often scheduled to coincide with the events.

Although there is “tremendous awareness of the brand, many people haven’t tried the beer,” she said.

The events give consumers a way to experience the brand in a “fun, extremely memorable environment.”

“We’ve executed promotions in stores where people can sign up to win a beer delivery when the Clydesdales are in town,” Mize says. “The Clydesdales gallop down their street, stop at their house, and it’s a big fun party for the neighborhood.”

About a dozen of the deliveries take place each year. Budweiser keeps the number small to ensure that it continues to be a rare, very special experience.

Unlike some brand icons, “people don’t get sick of the horses,” she says. “If they go to an event they get asked back year after year after year.”

Commercials featuring the horses are extremely popular based on the number of YouTube views, she says.

“Anytime we post a picture or tweet something out, people are liking it and sharing it,” Mize says. “They are just such a unique brand icon.”

One of the most positive things about the horses is that they touch a large and varied group of consumers. All three hitches, which include a total of 24 horses travel in total to about a 100 events a year.

“They really cross gender, race and age demographics,” she said. “And we try to make sure we can capture all of the different audiences through the event execution plan. They are well liked and loved by everyone.”

Visits are promoted differently depending on the market but often include Twitter, Facebook, a local media push, radio and digital. Sometimes local ads are bought.

“They never fail to draw a crowd wherever they go, and they’re a perennial crowd favorite across the country,” Mize says.