ST. LOUIS -- Anheuser-Busch is bringing consumers a new way to order Bud Light with its new Bud Light Button. The Bud Light Button is a beer-delivery app that allows users to order Bud Light with one easy tap of the finger. What separates the Bud Light Button from its competitors is the unique “Up for Whatever” experiences that could accompany special deliveries made through the app. The app launched initially in the Washington, D.C., area on Jan. 15, 2015.
When consumers download the Bud Light Button, they may get more than just beer. The brand is infusing the new app with “Up for Whatever” experiences, designed to inspire spontaneous fun. As a result, Bud Light Button users may receive an “Up For Whatever” experience with their delivery.
“Some people will get just a little something extra, like Bud Light-branded gear, but once in a while, we’re going to deliver a really over-the-top, amazing experiences,” said Lucas Herscovici, Anheuser-Busch, St. Louis, vice president of consumer connections. “Maybe that means we show up with a DJ who turns your gathering of friends into an amazing event. The only way to find out for sure what we’re going to do is to grab your phone and use the Bud Light Button.”
As Anheuser-Busch works to deliver on its dream of becoming the top consumer-packaged-goods company in digital, it is constantly looking for innovative ways to enhance the consumer’s experience. Bud Light partnered with its digital innovation agency of record AKQA and platform provider Klink to create a unique service that will separate Bud Light from its competitors by delivering beer and “Up for Whatever” Bud Light experiences.
“Anheuser-Busch always pushes the boundaries in developing services that enable spontaneous fun through ‘Up for Whatever’ experiences,” said Stephen Clements, executive creative director, AKQA. “We’re delighted to partner with Anheuser-Busch to bring a fresh, new way to enjoy Bud Light to market.”
The Bud Light Button app is currently available on the Android platform with iOS coming soon, allowing easy and quick beer delivery. Once installed, users can scan their credit card for easy repeat purchase. The app then tracks the user’s current location, so ordering is as simple as tapping the button. Consumers can order between 1 to 100 cases of beer and get it delivered in under an hour by Klink, a new alcohol delivery app that utilizes independent retailers to fulfill deliveries.
Chicago-based MillerCoors has a similar promotion, offering free delivery of Miller Lite beer through Twitter to football fans in Boston, New York, Seattle and Washington. The promotion is a coordinated effort with Boston-based alcohol delivery startup Drizly.
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