Bud Embeds Links In Super Bowl Spots

Three mil. is a hefty toll for a 30 second spot this Sunday. Naturally, brands want to get the most bang for their buck. In 2009, that means digital. Digital extends the spot via promotions or partnerships, archives the spot and in many cases builds anticipation for the spot.
According to The Wall Street Journal, Labatt Breweries of Canada, a unit of Anheuser-Busch InBev that also handles Canadian advertising for Budweiser, will test new technologies designed to make the most of the short exposure their ads will get on the Feb. 1 game broadcast.
Drawing on technology from Canada’s etc.tv, Labatt will give Quebec viewers who watch the game on sports network RDS the chance to use their remotes to click on links embedded in Budweiser ads. The links will take them to a channel where they can watch a longer versions of the ads, bookmark them to watch later or choose to return to the game.
Labatt will pay for the interactive component of the ads based on the number of unique views. The brewer says the test is part of a broader effort to shift its traditional media spending to targeted digital ads.
“We’re definitely trying to change our mind-set to use mass TV in a more efficient and effective way,” says Matt Ramella, manager of media and digital marketing for Labbatt.



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 at Bonehook in Portland, Oregon.