Does Bud Bucks suck?

Bud Bucks is Budweiser's version of My Coke Rewards.

Sure, the site looks pretty cool. It has integrated video and all the latest geeky tricks. It is a well-made site into which they obviously sunk a bunch of cash, and it feels slick. In fact, it feels so slick that you know it is another big brand marketing gimmick from the second you see it.

Some parts work well. In other spots, the usability is pretty lame. I had a lot of trouble accessing the arcade, and when I finally did it did not really impress.

The music "store" offers a couple downloads by unknown bands and some washed up Bud ringtones. It looks like the other stuff (merchandise and such) will take quite a few Bud Bucks to redeem.

Must admit that I am very sceptical ...

That said, they "will be the first brand to appear on the UK homepage of YouTube" which should guarantee them more than a few eyeballs.

Here is Jacquie Bowser's story from Brand Republic:

Budweiser backs virtual money with biggest online push
by Jacquie Bowser Brand Republic 05-Apr-07, 09:20

LONDON - Lager brand Budweiser has unveiled what it calls the biggest online advertising campaign from an alcohol brand to date, with the launch of the Bud Bucks virtual currency.

From today, "Bud Bucks", Budweiser's virtual currency promotion, will be advertised on some of the biggest and most influential websites aimed at 18- to 24-year-old men, including YouTube and FHM.com, and national news, motoring and sports sites.

The Bud Bucks scheme, devised by marketing communications agency Inferno with creative by Rainey Kelly Campbell Roalfe/Y and Tango Zebra, allows participants to accumulate Bud Bucks by texting or emailing a code, found on bottles of Budweiser beer, to the brewer.

Participants then have a chance to bid on or buy items, such as holidays or football tickets, on the budbucks.co.uk website.

Budweiser will be the first brand to appear on the UK homepage of YouTube and also the first to appear as the "skin" on FHM.com

A large amount of content, such as creative virals, has been tailored to suit individual portals to ensure the campaign reaches the intended target audience. The brand will also be advertising on mobile networks and interactive television.

The company launched the online campaign after research suggested 18- to 24-year-olds spend in excess of 13 hours a week online and that students, a core section of Budweiser's potential audience, spend an average 20% of their time awake online.

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


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