The brief was to create a global web property that positions Budweiser.com as a patron and catalyst of great times and serves as the hub for daily and deep engagement between the brand and its consumer. Skinny (MDC) wanted to create a site that brims with content, making it possible to have different kinds of experiences, and hitting a variety of passion areas and interests.

To support the user experience localized around the world, an administration section needed to be created that was as in and of itself a great user experience. Keeping the end-user in mind, the admin user interface was treated with as much detail as the front-end. The end-user in this case would be any marketing manager, across the globe, where English was not their first language.