Our partners at Anheuser-Busch and Budweiser recently launched an awesome new campaign called “Track Your Bud.” Using a cross-channel mobile approach, Budweiser gives participants visibility into the Budweiser brewing process, thereby greatly enriching the overall brand experience.
The campaign flow demonstrates a number of best practices other mobile marketers can and should learn from. Let’s go through the campaign flow step by step (the included links provide additional background information about the point mentioned for those interested in more info).
- Anheuser-Busch Action - QR code that includes an SMS CTA printed on Budweiser packaging
- Best Practice - Including multiple engagement points, e.g. SMS and QR codes, ensures a max audience can participate in your campaign.
2) SMS CTA
- Anheuser-Busch Action - Text KING to 23377 (BEERS)
- Best Practice - Excellent keyword/short code combo. Easy to remember, relevant, easy to type in, looks good on the packaging, etc.
3) Call-to-action response
- Anheuser-Busch Action - QR code and SMS CTA route to mobile site www.trackyourbud.com
- Best Practice - Mobile site optimized for user-friendly viewing on a mobile device
4) On-going engagement
- Anheuser-Busch Action - Users can go to mobile web page or download an app to enter their Bud’s Born on Date (printed on every can or bottle) to track where their beer was brewed as well as the brew master
- Best Practice - Assuming people have a solid first time experience, there is a nice non-monetary incentive to get them to continue to engage, as each new bottle provides a different experience
- Anheuser-Busch Action - QR, SMS, Mobile App
- Best Practice - Nice blend of channels to create a comprehensive mobile experience. I can guarantee I am going to try to find my favorite brewmaster and brew site next time I’lm out with some friends : )
Below you can see screenshots from the various flow components. Hats off to Anheuser-Busch and Budwesier on this awesome mobile initiative!
Mobile web user experience:
SMS + QR code call to action