To keep pace with changing consumer needs in a category filled with more choices than ever before, Anheuser-Busch launched Innovation Week, or iWeek, as a way to accelerate product development and inspire new ideas across the organization.
The event brings together more than 200 cross-functional participants for a focused week of ideation, collaboration, and concept development, helping the company move new product ideas forward faster.
Innovation Week had traditionally been held in person, but pandemic-related restrictions required Anheuser-Busch to rethink how the event could happen. The challenge was not simply moving meetings online. The experience still needed to feel organized, intentional, and energizing for every participant.
Bluewater stepped in to produce the event virtually, using our virtual event platform, Parallel, to create a safe and seamless digital environment where collaboration could continue without losing momentum.
Bluewater helped bring the full iWeek experience together inside Parallel, creating a branded virtual home base for the event. Our team built out virtual rooms, managed participant routing, and ensured each attendee was placed in the right sessions at the right time.
Because each participant had a unique role in the event, the schedule was designed down to the individual user. This allowed attendees to easily move through the week with clarity, while keeping the overall event organized behind the scenes.
From secure registration and custom email reminders to on-demand content and virtual room management, Bluewater provided the structure and technical support needed to keep iWeek running smoothly from start to finish.
The goal was to create more than a series of online meetings. Through a custom branded landing page, tailored attendee schedules, and a centralized event experience, Parallel helped iWeek feel connected, polished, and easy to navigate.
As one attendee shared:
“The Parallel site was excellent and made the week feel like an event and not just a bunch of meetings.”
The result was a successful virtual Innovation Week that gave attendees greater flexibility, supported meaningful interaction, and helped Anheuser-Busch continue generating new product ideas despite the limitations of in-person gatherings.
By combining Bluewater’s virtual event production expertise with the functionality of Parallel, iWeek was able to continue safely, efficiently, and with the level of organization needed to support a fast-moving innovation process.
Bluewater helps organizations produce virtual and hybrid experiences that feel organized, engaging, and connected from start to finish. Learn more about our Parallel platform or connect with our team to explore how we can support your next event.
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