Targeting men in the U.K. age 18-24, Budweiser launched another interactive marketing campaign, called Bud Bucks, which invites customers to send codes from their bottles and cans via their mobile phones to get anywhere from 5 to 100 "bucks" in return, reports the International Herald Tribune.
Britons can then go to an online bazaar to buy or bid for Bud-related merchandise and other items. Visitors arrive on "Bud Boulevard," which vaguely resembles a Miami street scene. By clicking on one of the buildings, users can enter a shop to buy mobile music downloads, dartboards and poker chips, and participate in auctions for soccer tickets.
Anheuser-Busch had reduced its TV spending by 52 percent last year in the U.K., as the company increasingly looks to interactive. In the U.S., it has launched Bud.TV online.
Though Bud Bucks won't be in full swing until March, 3,000 people already register in the first week and a half. The promo is to include more than 400 million cans and bottles.