With sales dropping in Britain, Anheuser-Busch has launched one of several new media initiatives aimed at 18 – 24 year old men, attempting to bolster the brands image and increase sales.

Essentially Marlboro Miles on the Internet, the beer brand has introduced “Bud Bucks,” a type of currency in which consumers text message codes they find on bottles to redeem a random denomination of anywhere from 5 to 100 Bud Bucks. Supposedly, by providing a random denomination, the company is discouraging binge drinking. Users can then go online and buy or bid on Bud related merchandise.

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