Anheuser-Busch to Test Local and Multilingual Facebook Pages
Beer giant will use Syncapse to test Facebook's geo- and language-specific messaging capabilities, released just last week.
Anheuser-Busch InBev is set to test geo- and language-targeting on its Facebook pages this week, after the social site announced those capabilities just before Thanksgiving.
Via a Facebook page’s backend dashboard, a marketer like AB InBev can now post offers to people who “like” a brand in a certain country, state/region, or city. According to Facebook’s blog post, brands can also target those likers by language on their pages. Therefore, they will theoretically be able to create locally relevant offers as follows: Spanish speakers in Mexico City; French speakers in Montreal; and, English speakers in Dallas. To be clear, the offers will appear via AB InBev brands’ posts.
The beer-crafting giant will use Syncapse’s platform (pictured) to test the new targeting capabilities. Toronto-based Syncapse can store data on geo-targeted posts, making it possible for marketers to compare engagements and test messaging tactics.
Belgium-based AB InBev wasn’t available to comment. Its brands include Budweiser, Beck’s, Stella Artois, Labatt’s, Lowenbrau, and Leffe, among others.
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