Bud.TV Ups the Ante on Branded Content

  |  September 7, 2006   |  Comments

Online branded entertainment is nothing new, but few broadband plays to date can match the sheer scope a new digital channel from Anheuser-Bush.

Online branded entertainment is nothing new, but few of the broadband plays to date have matched the sheer scope of Bud.TV, a new digital channel from Anheuser-Bush.

America's largest brewer plans to offer a range of exclusive programming, both live and on demand, targeted to the male, 21- to 27-year-old demographic. The site will go live on February 5, 2007, the day after the Super Bowl, to take advantage of the advertiser's heavy investment of ad dollars in the game.

"As many as seven channels" on Bud.TV will include standup and situation comedy, short independent films, webisodes of individual series, sports reports, celebrity interviews and Budweiser-branded material.

Jim Schumacker, a 23-year A-B veteran leads the digital marketing team, and DDB Worldwide will manage and produce the channel. Rodgers/Townsend (St. Louis) is providing the interactive design for the Web site and desktop application.

The project will corral such high profile content as "Vince Vaughn’s Wild West Picture Show," focused on standup comedy; short subjects from Kevin Spacey’s TriggerStreet.com (which A-B has supported for four years); and the Ben Affleck/Matt Damon-spawned LivePlanet. Original content will come from SEED, @radical.media, Omelet and DDB Worldwide. Schumacker said the company is working with sportscaster Joe Buck to develop a Bud.TV talk show.

Bud.TV will also offer a desktop application and distribution system with full-screen, DVD-quality viewing, assembled by Nine Systems in San Diego.

Jeff Suhy, VP of creative development at Nine Systems said, “Knowing that Anheuser-Bush is one of the largest brands on the planet, they want to make a big splash. The main thing is the content itself. The content isn’t long-form advertising or self-serving in any way.”

ClickZ Live Chicago Learn Digital Marketing Insights From Leading Brands!
ClickZ Live Chicago (Nov 3-6) will deliver over 50 sessions across 4 days and 10 individual tracks, including Data-Driven Marketing, Social, Mobile, Display, Search and Email. Check out the full agenda, or register and attend one of the best ClickZ events yet!

ABOUT THE AUTHOR

COMMENTSCommenting policy

comments powered by Disqus

ClickZ Today is our #1 newsletter.
Get a daily dose of digital marketing.

COMMENTS

UPCOMING EVENTS

UPCOMING TRAINING

Featured White Papers

Google My Business Listings Demystified

Google My Business Listings Demystified
To help brands control how they appear online, Google has developed a new offering: Google My Business Locations. This whitepaper helps marketers understand how to use this powerful new tool.

5 Ways to Personalize Beyond the Subject Line

5 Ways to Personalize Beyond the Subject Line
82 percent of shoppers say they would buy more items from a brand if the emails they sent were more personalized. This white paper offer five tactics that will personalize your email beyond the subject line and drive real business growth.

WEBINARS

Resources

Jobs