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Budweiser ramps up social efforts for Black Crown product with mobile

Budweiser

Anheuser-Busch's Budweiser is getting consumers hyped up about its Black Crown beer through a new mobile campaign that aims to amplify its Facebook presence.

The company is running the campaign within Rolling Stone’s mobile site. Over the past year, more marketers have been turning to mobile to solidify their social efforts.

“The Budweiser Black Crown mobile ad campaign is not going to win any gold crown,” said Simon Buckingham, CEO of Appitalism, New York. “We would recommend that the banner ad includes a product image and some more information about the product itself rather than the generic and bland ‘Discover Taste’ message.

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“Let's face it – which drink would not want you to believe it has a great taste,” he said. “There are no incentives to click on the banner ad and when you do, you are simply taken to the to the product's Facebook fan page where you get to learn more about the product.

“I am sure that some people who saw the brand's Superbowl TV ad will be interested enough to follow up to find out more about the product. Hopefully for Budweiser that will stimulate some consumer engagement.”

New promotion
The Budweiser mobile ad reads, “The New Budweiser Black Crown. Discover Taste.”

When users tap on the ad, they are taken directly to the company’s Facebook page where they can learn more about the new product, “Like” the page, see what others have to say about it, message the company and browse photos.

While the campaign may seem simple, it does what it is meant to do – increase the brand’s social presence.

Mobile advertising is a great channel for marketers to use to help drive Facebook “Likes.”

Driving engagement
Budweiser has been making its name in the mobile space for a while now.

In 2009, the company ran mobile ads for its Bud Light Lime brand on the Weather Channel’s mobile site and within its iPhone application to promote some of its mobile initiatives.

Ads included videos and click-to-Bud Light WAP sites and Apple’s App Store (see story).

In 2011, Budweiser ramped up its mobile strategy and engaged consumers via mobile ads that led them to the company’s Facebook page, as well as Pandora’s music station where they were able to interact more with the brand (see story).

Most recently, Budweiser wagered on mobile as a primary medium for consumers to stay connected to their favorite musicians during the brand’s first “Made in America” music festival (see story).

This particular and new Budweiser campaign simply falls flat from one of the best marketing companies in the country,” Mr. Buckingham said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York

Associate Editor Rimma Kats covers media, television, research and social networks. Reach her at rimma@mobilemarketer.com.

 
Related content: Food and beverage, Budweiser, mobile marketing, mobile, mobile advertising, Facebook, Simon Buckingham

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