Last year, Swedish beer Norrlands Guld changed their positioning to "The Social Beer", aiming to get people to spend more time face to face, and less time on their phones. So, when Budweiser launched their search campaign, "TagWords", which urged people to go to Google to search for photos of beer, the brand saw an opportunity to both strengthen the idea of Norrlands as "The Social Beer” and get some earned/ paid attention.
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