Budweiser invests in branded entertainment to rebuild brand awareness

Budweiser is venturing into reality television to try to revive its brand image. The Anheuser-Busch-owned product will be backing a game show, “Bud United present: The Big Time.”

The reality show will feature amateurs competing in different events, including sports, music, and cooking. The winner of each segment will get a chance to meet a celebrity in their field. For instance, music winners can get to perform with Lady Gaga and Sting.

While there will be no beer drinking in the show, there will be product placements all over its episodes. The branded entertainment project aims to build brand awareness.

“Bud United present: The Big Time” will air Saturdays in ABC beginning January next year.