Anheuser-Busch is one of the largest brewers globally by sales, but its flagship Budweiser brand isn’t doing so well compared to Bud Light, which happens to be a top selling beer in the U.S. The beer company hopes to change this as it ventures into reality TV with an hour-long game show. ‘Bud United present: The Big Time’ will feature amateurs competing in various talents like sports, music and cooking.

The winner of each segment gets to have a once-in-a-lifetime-opportunity to meet with a famous celebrity in their field. For example, the winner of the music competition gets to perform with Lady Gaga and Sting in Las Vegas.

Although the show will not have anyone drinking the beverage, there will be product placements of the Budweiser logo on signs, clothing and items. Budweiser hopes to increase awareness and sales through what marketers call ‘branded entertainment.’

The Big Time will air Saturday afternoons on the ABC network in the U.S. and will start 21 January, 2012.

Budweiser