From Mashable:
Budweiser is stepping into the online entertainment arena again with Bud United Presents: The Big Time, a “social-reality show.”
The program, which goes live this week, will use Bud United’s Facebook and Renren fan sites to give young adults the chance to live out their “big-time” dreams, like working in the kitchen with a celebrity chef or racing Nascar. A Budweiser rep says a date for the first episode of the show hasn’t been assigned yet. The show is now in casting.
Bud United, which was created last year, is described as a “proprietary global experiential platform connecting consumers’ passion points with the brand.”
The intent of the program is to build the brand’s following in social media and generate online discussion. As a marketer of an alcoholic beverage, Budweiser faces some special hurdles in doing so, in particular, age-gating. The effort builds on Bud United: Bud House, an online reality show during last year’s FIFA World Cup.
Bud United’s Facebook site is age gated, a restriction that doomed the brand’s previous efforts to cultivate an online following before, most notably with Bud.tv, a $30 million attempt to create its own content behind an age-verification wall. Anheuser-Busch scrapped that effort after two years, in 2009. Nevertheless, A-B has recently been more aggressive on the social media front, in particular with Poolball, a video depicting a new sport that went viral this month.
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