SAMCOM is the annual sales and marketing conference for Anheuser-Busch InBev North America. This three-day event is organized around one key goal: excite wholesalers and their in-house buyers for new and returning products heading into the year. How can Anheuser-Bush achieve that? By connecting messaging in engaging presentations during the General Session with interactive brand experiences in the Immersion section of the event.
SAMCOM 2025 – Nashville Tennessee
Pouring creative juices into every detail means making the General Session and Immersion something to remember. To achieve this, we created customized videos and presentations; organized live music performances including a show-stopping line-dancing show; and even wrangled a Clydesdale rolling a keg of beer on stage to recreate the 2025 Super Bowl spot that went on to be touted as one of the best from the year.
To make the Immersion truly immersive, we designed an experience that pulls you in like never before. Switch created 360-degree LED screens, live demonstrations, and brand-specific sampling bars for multiple clients to highlight key marketing plans and allow attendees to experience new products and campaigns firsthand. For Busch Light, we created an entire outdoor forest area and built a massive grain silo with a bar inside. While for Natural Light, a to-scale “man-cave” garage was created that fit a pick-up truck and sampling areas.
By creating unique, custom and interactive experiences, AB InBev was able to present the company’s strategic vision, unveil new marketing initiatives, and showcase product innovations, alongside strengthening relationships within the wholesaler community.
For years, AB InBev has turned to Switch to produce their biggest internal event because of our firm understanding of their goals and our ability to continue to bring a fresh and creative approach.
To symbolize the company’s reach at actual accounts – and to not limit the festivities to just the convention center – several events were organized across Nashville.
The Instagrammable moment that attracted the eyes of attendees as well as the public included the iconic Clydesdales and a hitch down Nashville’s famous Broadway led by the company’s top executives delivering cases of beer. All of this led to us creating not just a good time, but a scene where every detail pours with purpose.
224,900 Square Foot Immersion Space
942+ PowerPoint slides
38,000Attendees
Clinks of bottles and hooves to celebrate one of the highest-rated SAMCOMs in recent years voted on by attendees.
Contact us for more information about the work we do.
marketing@switch.us