Beer marketer Anheuser-Busch is taking event sponsorship for its Bud Light brand to a new level, incorporating viral marketing into the mix. In the Chicago area, the company is sponsoring a wide range
of events, such as food fairs, block parties and music festivals. At each, the company sends teams of field reps to roam the grounds, taking photos and making videos of consumers. The same day the
photos and mini-films are taken, they are e-mailed to the subjects, after being ornamented with Bud Light branding. The campaign's goal is to get consumers to pass along the photos and the 10- to
15-second videos to friends and family. A viral link, as well as a link to A-B, is embedded in the e-mail. And it's working. The promotion began earlier this month and more than 250 photos or videos
were shot at each event. Each recipient is e-mailing the images on to an average three friends, says Jeff Frumin, founder and CEO of Universal Consulting Group, which handles the campaign
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