Budweiser has launched its biggest ever UK consumer campaign, giving drinkers the chance to win trips to major music and sporting events.
Bud Bucks will see unique codes displayed on 400 million bottles and cans of Budweiser in the UK. Consumers can then text or email in the code to claim their Bud Bucks and will be notified by text message of their Bud Bucks value.
Every Budweiser has a Bud Bucks value which is totally random, ranging from $5 to $100. Once consumers have created a profile they can access their online account by visiting www.budbucks.co.uk to see how many Bud Bucks they have accumulated.
UK consumers may use their Bud Bucks on the website to buy, bid or win a series of prizes including a trip to the Tribeca Film Festival in New York, watching top name bands at the annual Lollapalooza Festival in Chicago or skiing in Aspen, Colorado.
There are also potential prizes for barstaff, as Budweiser is introducing an interactive incentive in the UK in which consumers can help win prizes for their favourite barperson or venue.
Bud Bucks will be supported by a heavyweight marketing campaign including print, outdoor and internet advertising, interactive TV, PR and a full retailer support package including customised activity and point-of-sale material.
Vicki Kipling, Budweiser's group controller, explained: "Our consumer audience is into everything that is interactive, and they embrace new technology with a passion. "Bud Bucks gives them an opportunity to collect a new virtual currency and use it how they wish; they decide themselves what to bid for or buy. "What can be better than getting free stuff as a reward for enjoying a Budweiser?"