Budweiser, again? Yes, but this time it is the real Budweiser, and the firm with which Anheuser-Busch is fighting over the legal and international rights to the Budweiser name. (Give it up, Bud. It’s theirs!) From all accounts, the Budweiser beer sold in the United States is but a mere shadow of the Budweiser Budvar brand originally (and still) produced in the Czech Republic. (Might that be something like a Louisiana Po’Boy sandwich from Iceland, or sushi from equatorial Africa?)
But what about Budweiser Budvar’s marketing? Budvar clearly does not have the marketing budget of its American nemesis. However, that does not mean its advertising is the equivalent of “Advertising Lite.” The millions and millions of US dollars may not be there, but some excellent online content is. Have a look at Budvar.TV. Once inside, click on the large animated graphic at the top of the page. Revealed will be a different sort of game. (Would someone please tell us what’s going on with that? ‘Tis very much a puzzlement to The Distillery.)
We also find a few videos from around the world, some games (registration required), and quite a number of Budweiser Budvar’s television commercials. There are jokes, but The Distillery is finding it needed to be there to understand them and/or their punchlines. And last, but not least, we find Bob & Dave and their own videos. (Help! Is anybody out there that can translate any of this?)
Home page: Budweiser Budvar
Home page: Budvar.TV
Home page: Bob & Dave
AccuBar
Wednesday, 5 July 2006; 11:04It does not cease to amaze me that an advertisement or promotion cannot immediately be seen as boring by either its sponsoring firm or production agency. Granted, these two videos from AccuBar (AccuBar Presentation and See It In Action) are intended for a trade audience, but even trade buyers must have their attentions arrested. And although doing inventory is one of the most boring of business tasks, advertisements for inventory-assisting products need not be.
If one is going to go through the trouble of producing multimedia content and placing it online, then make it worth the viewers’ time. For example, See It In Action is a very boring 2.5 minutes of essentially nothing. As is, my guess is only 30 seconds, or sixty at the most, would better convey the message and result in greater retention instead of boring its viewers to death and having them quickly forget.
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