Budweiser takes 360-degree approach to mobile

Brewer Budweiser ran mobile ads for its Bud Light Lime brand on the Weather Channel?s mobile site and within its iPhone application to promote some of its mobile initiatives.

Ads included videos and click-to-Bud Light WAP sites and the Apple App Store. The iPhone application banner ads were expandable ad units, so a user can touch the ad to expand it to take up a majority of the screen on the device, featuring a video that played within the ad unit that conveyed being on the beach and having a Bud.

?The idea was to promote Bud Light during the key summer months, with The Weather Channel iPhone application providing an exclusive opportunity and audience reach,? said Cameron Clayton, vice president of mobile for The Weather Channel Interactive, Atlanta.

?Several creative executions rotated with important seasonal messages about Bud Light Lime and Bud Light?s Port Paradise promotion,? he said. "The number of iPhone users continues to grow and diversify, and The Weather Channel continues to deliver the best weather content to millions of smartphone users in the format they prefer for their lifestyles. 

?The strategy behind The Weather Channel ad-supported app for iPhone was to make our No. 1 one weather app even more useful while still remaining free for consumers with the addition of expandable banner ads.?

Many of the banners in Bud Light Lime?s campaign drove consumers to the company?s Bud Light Lime Summer Hotspots iPhone Application.

The application helps consumers locate hot spots in their area where they can cool off with a Bud Light Lime during the summer.

Also, consumers were driven to http://www.budlightlime.com/m/budlime.

Ads within the iPhone application also promoted Bud Light?s Paradise sweepstakes. Consumers were asked to text  the keyword CRUISE to short code 23377 (BEERS) for a chance to win a cruise.

According to Mr. Clayton, mobile customers respond to superior products and services from the Weather Channel.

With more than 6.5 million downloads, The Weather Channel application is the top weather application in the Apple App Store, and its rich media expandable 320x40/300 ad unit offers a breakthrough creative execution.

Bud Light?s adult consumers are heavy users of the mobile Web and 92 percent of TWC?s iPhone application users are 21 years of age or older.

?We look for the best experience for both the user and the advertiser,? Mr. Clayton said. ?First, be mindful that application users visit the apps frequently and the need to keep your creative fresh is very important to minimize message burnout. 

?Bud Light did a great job in this respect by rotating in several sets of creative for two very different initiatives,? he said. ?Second, apps provide advertisers the chance to push the envelope creatively. 

?Not only are these apps living on the most advanced phones, but the native functionality and cached content that is built into the apps is a great benefit to users and advertisers alike ? opening the doors for expandable ads, click to video, GPS and more ? all without sacrificing user experience!?