The program, which goes live this week, will use Bud United's Facebook and Renren fan sites to give young adults the chance to live out their “big-time” dreams, like working in the kitchen with a celebrity chef or racing Nascar. A Budweiser rep says a date for the first episode of the show hasn’t been assigned yet. The show is now in casting.
Bud United, which was created last year, is described as a "proprietary global experiential platform connecting consumers' passion points with the brand."
The intent of the program is to build the brand’s following in social media and generate online discussion. As a marketer of an alcoholic beverage, Budweiser faces some special hurdles in doing so, in particular, age-gating. The effort builds on Bud United: Bud House, an online reality show during last year’s FIFA World Cup.