Budweiser Packaging Lets Consumers “Track Your Bud”

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:

 

 

Cereal Giant General Mills Plans for Drastic Change in Cereal Packaging

It’s been a habit since we were kids, but it looks as though simply reading cereal boxes as we are eating breakfast is soon to be a thing of the past.

Mark Addicks of General Mills says that on average, a person reads the text on his/her box 12 times. This may be people who are looking at the nutritional information or counting calories, looking at the pictures or filling in the maze, or those who are looking to just passing the time as they eat.

People love their cereal boxes, and now, General Mills is working on ways to extend the experience by creating ways for us to use our cell phones while we eat. Through the use of QR codes, apps, and augmented reality among other things, General Mills wants to enhance your breakfast routine via smartphones.

“There’s never been a time like this,” says Addicks, a 23-year veteran of the company. “Because of the digital technology that resides in people’s hands … we can now deliver content that engages and enhances the experience. Before, we had to rely on a 30-second TV ad.”

Addick’s has big plans for the cereal giant and wants to basically reinvent food packaging by using digital technology and making it more interactive. Without revealing much, Addick’s says that he is working on concepts that he hopes will be out by the summer.

The main form of smartphone interaction Addick’s is hoping for is through QR codes. “You point to a logo and things start to appear,” he says. “Maybe some functional content will pop up on a cake-mix box, or you might see entertainment and games coming from a cereal box. What I’m hoping for is pure entertainment.”

Although General Mills competitor, Kellogg, already uses QR codes on their recent boxes of Special K and Krave cereals as well as an augmented-reality promotion on the back of their Corn Pops, General Mills isn’t discouraged.

General Mills isn’t completely new to creating smartphone apps for its products and has already started to experiment with a smartphone app on its Yoplait Greek yogurts. The app invited consumers to find Greek items on the backs of their packaging and in turn, General Mills made donations to food shelters. The company has also already tested augmented reality on a box of Honey Nut Cheerios.

So, with a smartphone in hand, be sure to keep an eye on General Mills cereal in the months to come.

Mobile Marketing Trends to Look out for in 2012

Mobile technologies are constantly being created to bridge the gap between the digital world and reality. In the past few years, digital marketing has become a way to engage consumers with a brand through their phones and this year will be no exception.

Matthias Galica, contributor to the social media news website, Mashable, recently shared with readers what he felt would be the top mobile marketing trends in the year 2012. Here’s a rundown of his predictions and what he thinks will be “the good,” or the benefits to each new technological platform. If you are unfamiliar with some of these new media terms, we will provide a definition to help you gain some more insight for what this next year may hold.

Quick Response (QR) Codes Will be More Prevalent
QR codes seem to be everywhere these days, and don’t expect that to slow down any time soon.

Definition:  A QR code is a type of bar that is designed to be used for smart phones or other electronic devices that have a camera. Many modern smart phones have the ability to interpret a QR code. The amount of information on a QR code is much more than a standard UPC-style bar code. A QR code can direct users to websites and to other online information.

The Good: We will see the disappearance of non-standard formats, an exponential rise in the amount of devices that are capable of reading the codes, and a “steady march towards improved calls-to-action spurred by more accountable analytics.”

qrcodes 300x142 Mobile Marketing Trends to Look out for in 2012

Augmented Reality (AR)
Check out this cool video to see an example of AR, Augmented Reality Cinema.

Definition:  It’s a complex idea, but simply put, it’s a new technology that blurs the barriers between reality and computer.

The Good: Mobile devices are becoming more capable exponentially, and a few successful AR campaigns have been able to capture mainstream imaginations. 

augmented reality wide 300x155 Mobile Marketing Trends to Look out for in 2012

Near Field Communication
Definition: Near field communication (NFC) refers to a short-range wireless communication technology using radio frequency waves. The purpose of the technology is to enable communication or information to be exchanged between devices separated by a few inches. Examples of uses include:

  • You could take pictures with a cell phone with a built in camera, and touch an enabled computer or television set to transmit the images for display;
  • You could download applications or games to a handheld device by touching the computer

The Good: New advancements in technology have hastened the competitions drive to create mobile marketing opportunities that give consumers the ability to swap SIM cards for NFC in lieu of upgrading the device entirely. NFC campaigns will appear in along side with QR codes.

nfc iphone 5 ability1 300x279 Mobile Marketing Trends to Look out for in 2012

The Field (Everybody Else)
“QR, AR and NFC are getting all kinds of buzz, but a healthy contingent of other contenders is also vying to close the loop. Given the wide spectrum of opportunities in offline-to-online engagement, it’s not inconceivable that multiple technologies can succeed across mutually exclusive consumer behaviors.” – Galica

Source: http://mashable.com/2012/01/11/qr-codes-augmented-reality-2012/

5 Super Creative QR Code Designs

 

You probably know by now what a QR Code is because they’re showing up everywhere- on the television screen, product packaging, etc. They’ve become so popular in the past few years due to the extremely high growth of smartphones. QR (Quick Response) Codes are a new approach to content delivery for marketers to connect consumers with a brand. They are great for marketing because they’re free to create, scan fast, have a very high error tolerance, and can link to content in many different ways to interact with consumers. QR Codes are already widely used in Japan, the Netherlands, and South Korea while the rest of the world is now adopting the technology to a larger degree.

When focusing on the high error tolerance that QR Codes have, 30% tolerance in readability, designers and developers are now taking this technology to the next level. By creatively designing QR Codes, you make your 2D barcode stand out. Further, it adds a human element to the otherwise cold and techie appearance. Here’s five clever examples of designer QR Codes.

TRUE BLOOD


M&M’s


HELP JAPAN


MAGIC HAT BREWERY


AYARA THAI RESTAURANT