Anheuser-Busch and Microsoft Corp. last week kicked off an on-premise campaign that brings Xbox games to bars and clubs. The 100-market effort stages 1,200 events a week through yearend, courtesy of 300 A-B wholesalers. It’s “the start of an ongoing marketing relationship for Anheuser-Busch and Xbox,” says Cindy Spodek Dickey, group manager for Xbox at Redmond, WA-based Microsoft.
The collaboration gives Microsoft an uncluttered venue to reach adults 21-plus with games from Microsoft Game Studios, a network of software developers. A-B opens doors for Microsoft and lends its wholesaler network to execute. In exchange, Budweiser gets a halo of hipness from Xbox.
Bargoers can join open play for a chance to win Xbox systems and coupons. Co-branded P-O-P and premiums support. The partners handle the promo in-house. St. Louis-based A-B handles execution; Microsoft supplies 300-plus Xbox systems and RCA Vport TVs to host games.
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