Tuesday, March 30, 2010

A-B's Digital Reality Show Showcases World Cup

CHICAGO (AdAge.com) -- Anheuser-Busch InBev is betting that a digital online reality show its global chief marketing officer describes as "American Idol" meets "Survivor" meets "football" can help the company use the FIFA World Cup to transform Budweiser into the Coke of Beers.

A-B execs offered a preview of the show, to be called "Bud House," and their plans for this summer's World Cup, the first since InBev's 2008 takeover of Anheuser-Busch. A key rationale for that merger was the global potential of Budweiser, a massive brand in the U.S., Canada and in some parts of Europe that has a much smaller footprint in South America and Africa, regions that boast some of the most hard-core soccer fans.

A-B's marketing efforts during the World Cup will focus on a platform called "Budweiser United," which Global CMO Chris Burggraeve said will strive to "make the brand aspirational for many people around the planet. Budweiser globally is about celebrating the can-do spirit. And Budweiser United is about letting the fans reward the players."

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