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AB Super Bowl 2008 Commercials Leaked, Customer Interaction

Bob Lachky, executive vice-president for global industry development at Anheuser-Busch, “leaked” tidbits about the AB 2008 Super Bowl commercial spots earlier this week on KMOX radio in St. Louis. According to Bob, the company begins working on many more commercials than they will actually use. If my memory serves (which it often does not…so don’t quote me on this), there were approximately 24 sets of creatives for the final seven spots. The opening Bud Lite commercial is one that shows what happens when the beer gives one fire-breathing ability. Of course, there’s a clip on YouTube! His favorite, though, is the “Rocky-esque” story of Hank the Clydesdale who doesn’t make this year’s team. Poor Hank. (Do you ever yearn for the days when you had to actually wait to peak at the commercials!)

Anheuser Busch is also taking viewer participation and multimedia a step further this year, with a combination TV / Online / text messaging promotion. There is a secret, un-released commercial that can be viewed ONLY by people who register their telephone number online (at http://www.budbowl.com. Confirm registration by replying to a text message from Anheuser Busch), then vote as each AB commercial airs during Super Bowl XLII. Text in a vote for every spot (or maybe it’s for only your favorite…not sure which), and you’ll receive a text message with the secret code to unlock the bonus commercial on the Website.

Posted in Marketing Methods, Marketing Planning, Marketing Strategy, Super Bowl Commercials, Advertising & Marketing, Web Marketing on February 1, 2008

2 Responses to “AB Super Bowl 2008 Commercials Leaked, Customer Interaction”

  1. Cool Says:

    That sounds cool. I just signed up to vote by texting. I also found this United Way commericla that has to do with texting that they are going to air this year…http://www.youtube.com/watch?v=b38idebP4ag. I’ll probably do that too. I love to text.

  2. Bobette Kyle Says:

    Thanks for that link! It’s great to see the players continue to promote charitable causes (Tom Brady in this case) … and keeping up with technology and trends. It’s a “win” for everyone when marketers take into account how you want to communicate. I’m thinking — because you love to text — that you’re more likely to give that $5 than if they’d asked for a phone call.

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