Budweiser is launching a global online reality show that will focus on fulfilling dreams.
Called "The Big Time," the show will be cast from videos submitted to Budweiser's social media sites from May 16 until June 29 at www.Facebook.com/BudUnited or in China at http://page.Renren.com/600009537.
The beer maker will leverage a variety of international sports, entertainment and lifestyle assets. Young adults will be chosen to compete for their "Big Time" dream, such as becoming a NASCAR driver with the help of Kevin Harvick or cooking alongside top chef Hubert Keller.
Budweiser also will give fans an opportunity to get a taste of the "Big Time" through local market events and other interactive online content.
To alert consumers to the contest, there will be strong digital support (including display ads) in multiple international markets, including the U.S., to help drive traffic to the Facebook page, a spokesperson tells Marketing Daily. In addition, the campaign will have offline support in selected print, radio and point-of-sale in various markets.
Budweiser is working with producers Radical Media and advertising agency Anomaly for this program. Co-Executive Producer of "The Amazing Race" and six-time Emmy Award winner Evan Weinstein is partnering with Budweiser to produce the show, which will be distributed globally by FremantleMedia Enterprises.
The program builds on last year's "Bud United: Bud House," the online reality show that ran during the 2010 FIFA World Cup.
Fans around the world loved that concept, says Jason Warner, global vice president for Budweiser, in a statement. "So in 2011, we're going bigger and better, engaging consumers across multiple passion points and bringing their Big Time dreams to life," he says.