The release of the Budweiser brand in Brazil was early 2010, and I was part of the team that created the campaign. We developed a customized iPad as an invitation for a "Bud My Ride" event. The iPad came with a plexiglass package and a locked countdown to the event. It also came with pre-loaded content such as the Budweiser Brazilian TVC Campaign, a map with the address of the release party, and a photo collection of Global Budweiser campaigns. Participants were picked up at home by “Bud my Ride” branded buses.
The iPad was one of the first interactive multimedia invitations in Brazil besides being a great collectible item to those who were invited to the release party. The timing was also great because the first-ever iPad was released by Apple in April 2010 what got automatically everyone in Sao Paulo talking about the party and the invitation.