Next Monday sees the launch of Bud Bucks, an interactive consumer promotion from Budweiser. A unique code will be displayed on 400 million bottles and cans of Budweiser, making Bud Bucks the brands biggest UK promotion to date. Consumers can text or email in the code to claim their Bud Bucks. These are a virtual currency, giving them access to money-cant-buy opportunities, including top sports and music events and a range of unique items. There is also a no purchase necessary mechanic available.
Every promotional Budweiser can and bottle has a random Bud Bucks value, ranging from $5 (2.55) to $100. Consumers will be notified by text of their Bud Bucks value. Once consumers have created a profile, they can access their online account by visiting the Bud Bucks  website at www.budbucks.co.uk to see how many Bud Bucks theyve accumulated. This goes live on Thursday 8 February. UK consumers can use their Bud Bucks on the website to buy, bid or win a series of amazing prizes including a trip to the Tribeca Film Festival in New York; watching top name bands at the annual Lollapalooza Festival in Chicago; or skiing in Aspen, Colorado.
Consumers can take a stroll along Bud Blvd, the virtual downtown shopping area, and visit the various stores on the street. Clothing and Budweiser merchandise can be bought at The Store, and visitors to the Arcade at the Plaza have a chance to win more Bud Bucks. Joes Yard hosts the Bud Bucks auctions, and features numerous ways to win from auctions that reward the lowest unique bid to short-timed auctions or long-term bidding.
The promotion will be supported by a digitally-led marketing campaign, and a retailer campaign including customized activity and point-of-sale. The promotion has been created by Budweisers technology partner Mobile Interactive Group (MIG), with Inferno delivering the below-the-line elements. Bud Bucks communication creative has been designed by Rainey Kelly Campbell Rolfe/Y&R. Media is bought by Busch Media Group Europe, the in-house media buying arm of Anheuser-Busch.
Our consumer audience is into everything that is interactive, and they embrace new technology with a passion says Budweiser Group Controller, Vicki Kipling. Bud Bucks gives them an opportunity to collect a new virtual currency and use it how they wish; they decide themselves what to bid for or buy. What can be better than getting free stuff as a reward for enjoying a Budweiser?