Budweiser Takes Over YouTube UK
St. Louis-based brewer Anheuser-Busch has taken over YouTube’s UK site and the official site of the “lad’s mag” FHM in an online campaign to encourage young Brits to use its virtual currency, Bud Bucks.
Anheuser-Busch’s Budweiser brand is aimed at young men between the ages of 18 and 24 (18 being the legal drinking age in the UK). Customers can accumulate Bud Bucks, which they can then trade in for trips to the US, sports tickets, or a Ford Mustang. Banners on YouTube and FHM point to the Bud Bucks website where users can enter codes on bottles of Bud, see how many Bucks they got, and then trade them for stuff.
The Bud Bucks site is currently live and the banners on YouTube and FHM are up. According to the website, the promotion will run through July. The creatives were built by UK agencies RKCR/Y&R and TangoZebra. The campaign includes a spot of a man trying to steal a bottle of Bud from a fridge guarded by lasers.
Last year, YouTube grew 606% in the UK, according to UK newspaper the Telegraph. Anheuser-Busch also plans to roll out the campaign on mobile websites and interactive television. The company said it will be focusing less on TV advertising and more on online to capture what they consider a tough-to-reach crowd.
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