In 2012 we have been seeing more digital campaigns than ever, as was predicted in our earlier blogs this year (Mobile Marketing Trends to Look for in 2012), and the new Budweiser campaign is no exception. In the new campaign Budweiser hopes to interact with their consumers digitally and bring them to the inside world of Budweiser.
Budweiser, the iconic global beer brand, launched its “Track Your Bud,” digital campaign that is integrated with packaging with a QR code that will allow consumers to trace the origins of the beer they hold in their hands to one of Budweiser’s 12 U.S. breweries.
Consumers can use their Smartphone to scan the QR code on the packaging, which leads them to the downloading of the “Track Your Bud” app or they can visit TrackYourBud.com. From there, consumers can enter the Born On Date found on the bottles and cans that will take them on a guided tour of the making of their individual beer by the Budweiser location responsible for it.
The content on “Track Your Bud” app will provide beer drinkers with visibility into the source and selection of ingredients, Budweiser’s seven-step brewing process, when their beer began Beechwood aging and which brewmaster tasted it multiple times throughout its brew cycle to ensure their beer meets Budweiser’s high quality standard.
“People respect Budweiser for its heritage, full flavor and legendary consistency,” said Rob McCarthy, vice president, Budweiser. “Budweiser has a great story, and we want to tell it in a new way that demonstrates the pride, passion and craftsmanship at our breweries that’s been the backbone of Budweiser for generations.”
The application is also now available on iTunes and will be on Android Market later this week. The social application allows consumers to connect via Facebook to connect beer drinkers from across the country through their Budweiser drinks as well as offering them access to exclusive video content.
“Track Your Bud” will showcase Budweiser’s state-of-the-art breweries other than the well-known location in St. Louis. Other breweries to be showcased include Merrimack, N.H.; Baldwinsville, N.Y.; Newark, N.J.; Williamsburg, Va.; Cartersville, Ga.; Jacksonville, Fla.; Columbus, Ohio; Houston, Texas; Fort Collins, Colo.; Fairfield, Calif.; and Los Angeles, Calif.
“There are a lot of great people behind every bottle of Budweiser, and ‘Track Your Bud’ gives our consumers a way to meet our brewmasters and see firsthand how passionate they are about making great beer,” said Jane Killebrew-Galeski, director of brewing, quality and innovation for Anheuser-Busch. “Because great beer starts with great ingredients, Track Your Bud also gives consumers insight into where Budweiser’s raw materials come from – which includes barley farms in Idaho, Montana, North Dakota, Minnesota and Wisconsin; and hop farms in Idaho, Washington, Oregon and Germany.”
“There’s a lot of attention to detail that goes into making Budweiser,” McCarthy said. “Track Your Bud gives consumers transparency into how and where the beer is made and the brewmasters responsible for it all. Budweiser is a national brand, obviously, but our geographically diverse network of breweries and agricultural facilities also make us a local beer in so many places all across America, thanks to the people who make our beer and grow the ingredients. Track Your Bud highlights some of those people.”
For more information about the new Budweiser “Track Your Bud” program, check out www.TrackYourBud.com or download the app.
ALSO, have you seen the Budweiser Super Bowl commercial that aired in Canada? If not, I would recommend watching it below: