Busch takes remote work outdoors with the TreeWork space

Dive brief:

  • Busch Light will host an outdoor co-working space called TreeWork in the forests of northern Colorado, according to details emailed to Marketing Dive.
  • TreeWork offers a “stylish and well ventilated” office space, Wi-Fi, Busch Light happy hours, grills, campfires, and the option of camping outdoors. Fans can reserve a one- or two-day spot October 4-8 starting today (September 22) at noon by visiting busch.com/treework.
  • TreeWork – a pun on co-work provider WeWork – comes as many workers still haven’t returned to the office as the Delta variant continues to disrupt plans for a full return to pre-pandemic activities.

Dive overview:

Busch Light’s latest experiential activation – the TreeWork parodying WeWork – is a lightweight way for the brand to engage with consumers who still work remotely by providing a shared space that’s truly remote: an undisclosed location in the forests of Canada. northern Colorado.

The Anheuser-Busch-owned brand has positioned itself as the beer of the great outdoors, and shared research from OnePoll suggests that 29 minutes spent outdoors works 45% increase in productivity. Along with productivity, Busch seeks to help relieve some of the stress and fatigue associated with the pandemic, which has disrupted daily life for more than 18 months.

“As beer is brewed for the great outdoors, we knew we had the chance to step in and create a collaborative workspace that takes advantage of the beauty of nature to help alleviate some of the stress and stress. fatigue that affects us all ”Daniel Blake, group vice president of Budweiser & Value at Anheuser-Busch, said in a statement.

Busch has relied on experiential activations and social media sweepstakes for years, and relaunched the tactic in March by giving three couples a chance to get married outside on a quaint farmhouse that grows crops. cereals used to make its beer. As with TreeWork, this activation turned a disruption caused by a pandemic into an opportunity for the brand to deliver value to a select group of fans with a stunt that could go viral on social media.

Anheuser-Busch this month announced a reshuffle of its US management team. The company has appointed Benoit Garbe, currently Anheuser-Busch’s US Strategy Director, as US Marketing Director as part of its efforts to strengthen its consumer-centric strategy.

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