Bud.TV: Logging Troubles

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Case Details:

Case Code : MKTG170
Case Length : 16 Pages
Period : 2005-07
Pub Date : 2007
Teaching Note :Not Available
Organization : Anheuser-Busch Companies Inc., Bud.TV
Industry : Dotcom, Internet Portal
Countries : US

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This case study was compiled from published sources, and is intended to be used as a basis for class discussion. It is not intended to illustrate either effective or ineffective handling of a management situation. Nor is it a primary information source.

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Budweiser on Television

The 30-second commercials Budweiser created for Super Bowl were highly popular with the audience. Some such commercials included the Budweiser frogs in 1995, and those with the lizards Louie and Frank , which were introduced in 1998 during Super Bowl XXXII. Other commercials that were highly successful were 'Whassup? ' in 2000 and the 'Ted Ferguson' commercial...

The Planning Phase

The driving force behind the launch of Bud.TV was Jim Schumacker (Schumacker), Head of Creative Development, Anheuser-Busch. In early 2005, Schumacker was going through some scripts for commercials. He found that several scripts were good, but could not be made into commercials due to several constraints, like the number of commercials that could be made, and the theme. There were other scripts which could be developed further and whose storyline could be extended. He thought Web advertising would be a better alternative as the company's target audience was hooked to the Internet and Web...

The Launch

Analysts were of the view that Bud.TV signified a shift in the online media, with companies directly targeting the consumers with their own programs. The concept where advertisers became content providers was also known as branded entertainment, a practice in which several companies like BestBuy, Nestlé, Cadbury Schweppes, Pepsi, and Procter & Gamble were already involved. Advertisers resorted to branded entertainment to counter the reducing attention span of consumers on TV advertisements by changing channels using remote controls...

What Went Wrong?

Bud.TV was not able to take advantage of Budweiser's Super Bowl advertisements, which had been highly popular over the years, and several consumers visited different websites to watch those commercials again and again. After the Super Bowl, the company was in a dilemma whether to have those advertisements exclusively on Bud.TV or on multiple Internet sites. Company insiders opined that placing the advertisements only on Bud.TV could send wrong signals to the consumers, who would perceive Bud.TV to be just another place to find the Super Bowl ads...


Exhibit I: Anheuser-Busch Eagle Sign
Exhibit II: Pick-A-Pair-of-Six-Packs Campaign
Exhibit III: Top Gaining Advertiser Websites (2005)
Exhibit IV: Top Gaining Advertiser Websites (2006)
Exhibit V: Bud.TV's Programs
Exhibit VI: Bud.TV - Daily Unique Visitors
Exhibit VII: Screenshot of Bud.TV Registration


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