Budweiser goes huge in Canada. Budweiser Canada is promoting the continued return of Bud Camp. Essentially, Bud Camp is a branded wilderness experience. It consists of 3 days of unbelievable, over the top activities: white water rafting, paintballing, concerts, ATV courses, etc.
This is truly a unique and ownable event that resonates with young consumers. Camp Bud helps the brand reach younger consumers while not deviating from brand loyalists. I can’t forget to mention that camp leaders are 50 Bud girls. Centralizing their efforts, Budweiser Canada used facebook to drive traffic to their page. The 3D interactive Bud Camp map allowed consumers to vote on all aspects of the camp from activities to the food offered. A sure hit with the male audience is that even the camp counselors (Bud Girls) were chosen by the public. Budweiser has evolved the program and is following sound media/event strategy: Listen to your consumers, provide them value, engage with them and then lead them (Thanks for Kathleen Hessert for providing this strategy insight.)
Bud camp is 1 very large idea – executed across all touch points (on premise promotions, packaging, social media and traditional media outlets). No details went overlooked. The bus in the videos and photos was the actual bus on site and driving around town to on premise promotions. The Bud Camp program helps provide a tremendous sampling/activation plan for on premise accounts during summer months – key beer selling season.
Below are photos from on premise registrations, a look at the 3d Interactive Bud Camp Map along with previous event photos. Jealous?