When it comes to being social, much has changed in recent years, for even when individuals leave the house to interact with other humans, their smartphones are always close at hand. People live and breathe by the dim glow of their device, speaking with only their thumbs, not their voices. However, Budweiser's latest campaign looks to move beyond 'the new normal' in an effort to bridge the gap between our digital and physical worlds.'Buds for Buds' allows consumers to send beer to friends near or far in an effort to bring people together, even if only in spirit. Though only available in Chicago and Denver at the moment, Budweiser expects to roll out this campaign nationwide in the months to come. Users (21+) in these test markets will be prompted by Facebook to send their friend a congratulatory beer when celebrating their birthday or other such milestones. The friend will then receive an online voucher that can be redeemed at their favorite bar for one Budweiser beer.
Consumers that don't live within this test market, but still wish to send beer to friends in Chicago and Denver, need only visit the 'Buds for Buds' website and supply the necessary contact information. Enter the friend's name, as well as their mobile number or email address, and choose the city in which they reside. (Users can also login to Facebook and select their recipient via social.) Budweiser assures users that they will not flood the friend's inbox with incessant emails, eliminating the worry that this gift may be one that keeps on giving. Consumers can then complete the $5 transaction (tax and tip included) by entering their credit card information and email address.
Not only does this strategy help people move beyond the passive wall post, but it also creates brand awareness and loyalty. Despite the trends, many people seem to crave an excuse to put their phone down and rejoin the land of the living. Consumers often allow their digital lives to seep in their physical world, but, by bringing people back to the bar, Budweiser hopes its efforts will encourage consumers to reconnect with friends, even if only for a quick cool one.