TRACK YOUR BUD
Track Your Bud was a cross-channel mobile approach used by Budweiser in 2012 that gives participants visibility into the Budweiser brewing process. The participant would scan the QR code on the packaging, then download the app "Track Your Bud" or visit the online website. Consumers enter the Born On Date found on the bottles and cans of beer and then be taken on a guided tour to watch the creation of their individual beer by the brewmaster responsible for it. Overall it gave the participant a "inside look" at how their beer was "born" by using QR codes and a free app.
Track Your Bud” platform includes a social application works with Facebook to connect beer drinkers with each other through the Budweiser they have. Users also will be able to access video content, collect badges from each U.S. brewery and name batches of beer if they’re the first to track a beer from that particular batch. -Budweiser
Track Your Bud” platform includes a social application works with Facebook to connect beer drinkers with each other through the Budweiser they have. Users also will be able to access video content, collect badges from each U.S. brewery and name batches of beer if they’re the first to track a beer from that particular batch. -Budweiser
In comparison to the 7 characteristics of a successful mobile marketing campaign on the Mobile Marketing Roadmap, Budweiser did a great job of thinking "mobile first". This entire campaign was utilized to be used on smartphone devices across the nation. They also did a great job of integrating their mobile campaign with their traditional campaign. At the time of this campaign, Budweiser was being accused of tasting watered down, or having lower quality brewing, so in order to maintain their profound reputation, they launched Track Your Bud to let all Budweiser drinkers in on the brewing experience. This allowed them to highlight the hard work and long hours that go into making quality beer and strengthen their image.