PRIVATE SURF: Wayne Arnold, the campaign director of Profero, looks at Budweiser.com

We are often asked by clients how best to amplify their offline marketing strategy with a supporting online campaign, and one of the best examples I have seen recently was generated via a link that arrived in my inbox from a friend with the subject 'whassup'.

We are often asked by clients how best to amplify their offline marketing strategy with a supporting online campaign, and one of the best examples I have seen recently was generated via a link that arrived in my inbox from a friend with the subject 'whassup'.

Within minutes, the office was full of people screaming 'whassup'. I was, of course, on the Budweiser.com website. It is a clean guide to the world of Bud, supporting the brand image in almost all aspects of drinking culture from watching sport as portrayed in the TV commercial, through to listening to music and sending Bud postcards.

The area that really kept me interacting with the brand was the 'whassup' microsite. Here, the user can view and download the different executions of the incredibly successful TV campaign, access audio clips and wallpaper downloads. A nice touch is also being able to see the gallery of the ad characters 'watching the game and having a Bud' around town.

They have also added a function for permission-based marketing activity - where users can keep in touch with the latest developments of the 'whassup' crew through e-mail. Altogether, these elements have the potential to build a relationship with the user that could outlast the shelf-life of the TV advertising campaign.

If I have a criticism of the site, it is that it over-extends itself into corporate indulgence. But, overall, the site works as a mechanism to drive users to interact with the brand and explore the core essence of the campaign theme.



www.budweiser.com

Owner Anheuser-Busch

Site positioning Complement the beer's offline branding

Launched September 2000

Developed by Circle.com.



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