Anheuser-Busch launched a new beer in 2008: Budweiser American Ale. They asked Critical Mass to create their web presence and digital campaigns. I was an art director on the project.
Aimed at micro-brew beer drinkers, Bud American Ale is a great full-flavored addition to the Budweiser line. Their marketing focus was to be all about the taste. They just wanted people to get out, try the beer and talk about it. Our web site strategy was to highlight video conversations about the beer, both from the brewmaster’s insights and from customer’s first impressions (I had the pleasure of visiting the St. Louis brewery and directing the brewmaster interviews).
Besides the interview angle, we wanted to push people off the web site to actually try the beer. To answer this challenge we created “Get Offline”, which basically shuts down the site at 5pm and directs users to a Google Maps mash-up that pinpoints all Bud Ale retail locations in the users’ area. There’s also an iPhone app that does the same thing.
Below are screen shots from the live site.
Tags: beer, Budweiser, interactive, online
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