Case Study: Anheuser-Busch InBev creates a standout SAMCOM experience with Switch

Anheuser-Busch InBev energizes 38,000 attendees with Switch

Anheuser-Busch InBev sought to excite its wholesalers and in-house buyers for new and returning products at its annual SAMCOM sales and marketing conference. The challenge was to connect messaging in the General Session with interactive brand experiences in the Immersion area to achieve this goal. To meet this challenge, they turned to vendor Switch for event production.

Switch created a highly customized experience for SAMCOM 2025, which included customized videos, live music performances, and a memorable appearance by the iconic Clydesdales. For the Immersion space, Switch implemented 360-degree LED screens, live demonstrations, and extensive branded environments like an outdoor forest for Busch Light and a large "man-cave" for Natural Light. The result was one of the highest-rated SAMCOMs in recent years, successfully engaging 38,000 attendees within a 224,900 square foot immersion space.

Anheuser-Busch InBev