Budweiser is looking to throw its hat into the ring for reality-TV shows, focusing on young adults trying to achieve their dreams in sports. Called Bud United Presents: The Big Time, the contestants will test their skills in order to fulfill a dream like racing against a NASCAR driver.
The company has tried branded content before, starting with Web-based reality show Bud House focusing on the FIFA World Cup soccer tournament. Similarly, this show will show the Budweiser beer and logo during times of comradeship after the competitions as a way to grow the global brand platform of celebrating and looking forward to great times.
“Budweiser sits very comfortably in that space of camaraderie, celebrity and appreciation and enjoyment of a great thing,” said Jason Warner, global VP of Budweiser. “There are always a lot of natural, social worlds for beer.”
“There have been other shows that have tried to do wish fulfillment in the past and have never been able to do it on the grand scale that we re going to be doing it because they’ve never had the access to the places,” said executive producer Evan Weinstein. “In fact, a lot of these places that we have access to because of Budweiser have routinely said ‘No’ to reality shows.”
Budweiser is particularly well set up for this sponsorship, given its alignment already with baseball, football, basketball, soccer, hockey and the Olympics.
Source: AdWeek
