Bud at the Bowl

Anheuser-Busch with Budweiser is running at least 9 spots (or maybe 10) during this years Superbowl. They’re promoting them in advance on YouTube where they have 5 teaser clips. Breathe Fire and X-Ray Vision both appear to talk about how Bud Light can give you superpowers; I’ll be keeping an eye on these as I know that in the UK at least, you’re not supposed to imply alcohol can do things like that. They’ve got cavemen in Wheel and lessons on picking up women in Language in Love. But my favourite so far is Team – I so want to know if Hank succeeds.

At budbowl.com, they also have a different approach. You can register there (or at budlight.com or budweiser.com) to get involved in rating the ads. After each ad during the game, you’ll get a text message asking you to rate the ad. You’ll also get an invite to view an exclusive 11th ad that is only available via mobile video or on budbowl.com which you can then send on to your friends. All the ads are going to be downloadable and sharable after the game, to keep the buzz going.

I like what AB are doing with the support around what one of the biggest buys of the day. They’re encouraging ongoing interaction with a a small payoff a the end, which I’m sure will get the target audience involved. It invokes the text voting that is common with US TV shows now, getting people involved in deciding which thing is best.