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Case
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Reference no. 507-081-1
Subject category: Marketing
Authors: Vivek Gupta (IBS Center for Management Research); Indu Perepu (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2007
Length: 17 pages
Data source: Published sources
Topics: Anheuser-Busch Companies Inc; Bud.TV; On-line advertising; Direct-to-consumer marketing; Advertising campaign; Unique visitors; Age verification system; Reality shows; On-line videos; Top advertiser websites in US; Bud.TV's programmes
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Abstract

The case discusses the launch of Bud.TV and the reasons behind its inability to retain the initial number of unique on-line visitors to its site. Bud.TV promoted by Anheuser-Busch, was launched with fanfare after the Super Bowl and was eagerly awaited for its direct-to-consumer approach to marketing. Bud.TV had seven on-line channels each featuring a different genre of programmes. The content was provided by some of the well-known media companies and companies owned by Hollywood celebrities. In the first month of its launch, Comscore Media Metrix reported that Bud.TV was only able to attract around 253,000 visitors. Industry experts felt that Bud.TV's cumbersome registration process and excessive product placement were the cause of low turnout at its site.

Teaching and learning

This item is suitable for postgraduate courses.
Location:
US
Industry:
Dotcom, Internet portal
Size:
Medium
Other setting(s):
2005-2007
Teaching note
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Reference no. 507-081-8
Subject category: Marketing
Authors: Vivek Gupta (IBS Center for Management Research); Indu Perepu (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2007
Length: 5 pages
Data source: Published sources
View full details

About

Abstract

The case discusses the launch of Bud.TV and the reasons behind its inability to retain the initial number of unique on-line visitors to its site. Bud.TV promoted by Anheuser-Busch, was launched with fanfare after the Super Bowl and was eagerly awaited for its direct-to-consumer approach to marketing. Bud.TV had seven on-line channels each featuring a different genre of programmes. The content was provided by some of the well-known media companies and companies owned by Hollywood celebrities. In the first month of its launch, Comscore Media Metrix reported that Bud.TV was only able to attract around 253,000 visitors. Industry experts felt that Bud.TV's cumbersome registration process and excessive product placement were the cause of low turnout at its site.

Teaching and learning

This item is suitable for postgraduate courses.

Settings

Location:
US
Industry:
Dotcom, Internet portal
Size:
Medium
Other setting(s):
2005-2007

Related

Teaching note
-
Reference no. 507-081-8
Subject category: Marketing
Authors: Vivek Gupta (IBS Center for Management Research); Indu Perepu (IBS Center for Management Research)
Published by: IBS Center for Management Research
Published in: 2007
Length: 5 pages
Data source: Published sources
View full details