Budweiser, the Anheuser- Busch flagship brand and one of the company’s top sellers, is introducing a new program that will help consumers trace the origins of their beer to an exact brewery location.
Track Your Bud is the new campaign and the way it works is simple. Consumers are asked to first find the QR code taken directly from the Budweiser packaging. The code can then be entered one of several ways: Scanning using a cell phone, downloading via the Track Your Bud application, or going directly to TrackYourBud.com. Once the code is entered, consumers will be asked to enter the born- on date, taken directly from the package. They will then know which one of Budweiser’s twelve U.S. brewing locations brewed the beer they hold in their hands and will then be presented with a guided tour of the brewing process.
Track Your Bud at first seems like an educational initiative more than anything. It will let consumers see the raw ingredients used to make the beer and the seven step brewing process, including Budweiser’s unique Beechwood aging. Casual drinkers can learn a thing or two about Budweiser and the amount of work and time invested in production.
Looking a little further at the Track your Bud program reveals that it is more than simply educational in focus. The platform includes a social application available at present through iTunes and on Android in a few days. This will integrate with Facebook and connect Budweiser drinkers across the nation. Consumers will be able to watch videos, collect badges from each of the twelve brewery locations, and create a name for a batch of beer if they are the first person to tack a beer from a specific batch.
Another important aspect of the Track your Bud program, according to the management of Budweiser, is to make sure the beer is fresh. If a consumer enters information from a package that is not within the recommended freshness range, the digital program will automatically send a message to Budweiser for quality control investigation.
To learn more about this educational program and marketing effort, visit TrackYourBud.com or download the application to your cell phone.