This Reality’s For You

Bud struck out with Bud.tv, but the brand is back with a new entertainment property, Bud United presents: The Big Time, which will starting airing on ABC starting in January.

Bud United presents: The Big Time is a social reality show that features people from across the globe fulfilling their wildest dreams – from pitching for a professional baseball team to taking center stage at a major music concert.

“These shows offer a compelling trifecta – sports, entertainment plus viewer engagement via social media,” said Jason Bernstein, senior director, ESPN programming and acquisitions. “It’s a unique blend of content and we’re pleased Budweiser came to us with the opportunity to present it on ABC.”

After trying to produce content for Bud.TV in-house, the brewer this time farmed out the job to Radical Media, which is majority owned by Bertelsmann AG-controlled FreemantleMedia, and Emmy Award-winning producer Evan Weinstein.

“Content’s hard,” said David Peacock, president of AB InBev’s U.S. business unit, adding that the brewer “learned a lot” from Bud.TV.

About David Burn

I wrote my first ad for a political candidate when I was 17 years old. She won her race and I felt the seductive power of advertising for the first time. Today—after working for seven agencies in five states—I am head of brand strategy and creative direction at Bonehook in Portland, Oregon.