Budweiser expands ads to interactive TV

by Media Week, Media Week 08-May-07

Budweiser has extended its national TV advertising to include inter-active TV.

The cross-broadcaster promotion, called Bud Bucks, allows consumers to
collect virtual currency with which to bid for prizes, play arcade games
and buy goods on an interactive TV version of www.budbucks.co.uk.

The Bud Bucks scheme was devised by marketing communications agency

Inferno, with creative by Rainey Kelly Campbell Roalfe/Y&R and
Tangozebra.

It allows participants to accumulate Bud Bucks by texting or e-mailing a
code, found on bottles of Budweiser beer, to the brewer.

Bud Bucks was soft-launched in March and is scheduled to run until
August.

When viewers press the red button, they will be taken through to a
representation of the Bud Bucks website, exclusive to interactive TV
viewers. There they can play space invadors in The Arcade, with a chance
to win Bud Bucks; check out video content in Bar Bud or take part in an
online bid in Joe's Yard. The lowest unique bid wins a HD cinema system.