Of all the things I'd want to track via digital media technology, the bottle of beer I'm about to drink never crossed my mind. But I'm not from St. Louis, or Brazil or Belgium, or wherever the digital marketing innovators who developed Budweiser's new "Track Your Bud" platform can be tracked back to. The platform is a new mobile app and Web experience that enable you to use your smartphone to scan the bottle you're about to chug for a "guided tour" of its personal history that led up to it reaching your lips.
And from your lips to some word-of-mouth ears, the new app will no doubt generate some viral buzz, even as all those bottles of bud help people get buzzed. But it makes me wonder what the digital marketing gurus at A-B were drinking when they came up with this one? Personally, I'd add it to my Do Not Track list.