Budweiser Launches Major Online Ad Campaign

Following Budweiser’s recent launch of its biggest ever UK promotion ‘Bud Bucks’ it has now produced what it says is potentially the biggest online advertising campaign from an alcohol brand.

The premise of Bud Bucks is that you accumulate a virtual currency (Bud Bucks) to give you the chance to bid or buy items on the website – www.budbucks,co.uk.

Budweiser conducted extensive research to determine which media is consumed by their key audience. This found that 18-24 years olds spend in excess of 13 hours a week online and this is predominantly where they get their daily intake of news and sport.

Research also revealed that students, a core section of Budweiser’s potential audience, spend on average 20% of their time awake online.

Utilising this research and in its efforts to target their 18-24 year old audience, Budweiser has a new online advertising campaign for Bud Bucks.

From today, the Bud Bucks online campaign will kick-off and websites aimed at 18–24 year old men will be first to show the web creative.

Continuing on the non-traditional advertising routes the brand will also be advertising on mobile networks (Bud Bucks is accessible using WAP) and interactive TV.

Budweiser says that much of the content, for example the creative virals, has been tailored to suit individual portals.

It adds that its media buying team has also pulled off two major firsts in online advertising, becoming the first ever brand to appear on the UK homepage of YouTube and the first ever brand to appear as the ‘skin’ on FHM.com.

Budweiser: www.budweiser.com