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Budweiser Whassup was the first ever, viral transmedia content-based campaign. 
It started as an in-house Agency wide exercise called Truth.  “After the DOTCOM bubble, we wanted to show clients the potential of the Internet. We wanted to let them know that they could do more than regurgitate old TV spots and print. we wanted to make a dent in the universe”- Steve
Few people realize that Whassup was an in-house insight informed,
strategic creative exercise.  Once Charles created the 3 minute film and it went viral. We licensed the idea to DDB and Bud. Then went on to produce the campaign. It’s reverse engineered advertising.

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