Budweiser is currently casting a new reality show that sources from social media. Bud United Presents: The Big Time will be an hour-long “social-reality show” that aims to build the brand’s social media presence and create online discussion by providing wish fulfillment for fans. As reported by Mashable, the Bud United brand is a “proprietary global experiential platform connecting consumers’ passion points with the brand.”
The shooting of 10 episodes will begin this summer and are expected to start airing in early 2010. The concept is to use the base of Bud United’s Facebook and Renren fan sites and offer young adults “the chance to live their Big Time dreams” using Budweiser’s relationships with a variety of professional sports, music festivals and celebrities.
Advertising Week reports that although Budweiser claims to be in discussion with a “number of network partners,” it may be difficult for networks to carry a reality show sponsored by an alcohol brand, since beer can’t be marketed to minors. The show is meant to target 23-to-30 year-olds, but expected to attract a broader age range of viewers. Every episode will feature four contestants with the same ‘dream,’ and after being trained and mentored by an expert, the best one will be chosen to ‘fulfill’ their dream.
Just as Jack Daniel’s faced barriers with promoting #JackDanielsHoney on Twitter, Budweiser will also have to deal with ‘age-gating,’ a restriction which “doomed” earlier efforts to build a large following online, according to Mashable.
Previous social media efforts by Budweiser include:
- Bud.tv, a $30 million attempt to create branded content behind an age-verification wall (lasted for 2 years)
- Bud United: Bud House, an online reality show during last year’s FIFA World Cup
- Poolball, a video posted in late April depicting a new sport that went viral – 524,000 views to date
