(PromoXtra) In a move to add a bit more buzz both for football fans and beer-ad aficionados, Anheuser-Busch has integrated a mobile marketing element into its Budweiser TV game plan for the Super Bowl on Feb. 3.

Up until kickoff time, visitors to www.BudBowl.com can enter their cell phone number at the site and sign up to vote via mobile phone for their favorites among the seven TV spots Bud and Bud Light will run during the Big Game. People can also go to the BudBowl Web site to rate the commercials. Those house-bound fans can vote on the spots as they air during the live broadcast or to wait to see the final commercial and rank them comparatively.

But viewers taking part in the mobile vote will get a bonus. After casting their seventh vote, they will receive an access code for an “exclusive bonus commercial” that they can watch on the Web site and send to their friends in a viral element of the campaign.

During the 2005 Super Bowl, Anheuser-Busch ran its “Wardrobe Malfunction” spot as a Web-only commercial on the Budweiser.com site and got 700,000 visitors to view it. This year, using a mobile platform designed in conjunction with mobile agency ipsh, Budweiser will be able to tell at opt-in whether a user’s phone is able to accept video. If it is, the campaign will push the spots, including the “secret” one, out to users’ phones for viewing on the handset.

“One reason we like the mobile platform for this campaign is that it’s a device a lot of our adult consumers are going to have in their hands on this beer occasion,” said Tim Murphy, director of digital marketing for Anheuser-Busch. “If you’re at a party and able to see the commercials over your phone, that adds to the cool factor.”

The BudBowl “Secret Spot” text messaging campaign will be promoted with media buys on ComedyCentral.com and home-page takeovers on TheOnion.com. Web advertising for the campaign will include interactive banners that will let viewers opt in without clicking through.

“We tested a similar program in 2007, and of the adults who opted in, 82% went on to participate throughout the duration of the game,” Murphy said. “Standard click-through rate is 0.03%, so that’s a number we’re going to be watching carefully at this year’s game.”

In a move to add a bit more buzz both for football fans and beer-ad aficionados, Anheuser-Busch has integrated a mobile marketing element into its Budweiser TV game plan for the Super Bowl on Feb. 3.

Up until kickoff time, visitors to www.BudBowl.com can enter their cell phone number at the site and sign up to vote via mobile phone for their favorites among the seven TV spots Bud and Bud Light will run during the Big Game. People can also go to the BudBowl Web site to rate the commercials. Those house-bound fans can vote on the spots as they air during the live broadcast or to wait to see the final commercial and rank them comparatively.

But viewers taking part in the mobile vote will get a bonus. After casting their seventh vote, they will receive an access code for an “exclusive bonus commercial” that they can watch on the Web site and send to their friends in a viral element of the campaign.

During the 2005 Super Bowl, Anheuser-Busch ran its “Wardrobe Malfunction” spot as a Web-only commercial on the Budweiser.com site and got 700,000 visitors to view it. This year, using a mobile platform designed in conjunction with mobile agency ipsh, Budweiser will be able to tell at opt-in whether a user’s phone is able to accept video. If it is, the campaign will push the spots, including the “secret” one, out to users’ phones for viewing on the handset.

“One reason we like the mobile platform for this campaign is that it’s a device a lot of our adult consumers are going to have in their hands on this beer occasion,” said Tim Murphy, director of digital marketing for Anheuser-Busch. “If you’re at a party and able to see the commercials over your phone, that adds to the cool factor.”

The BudBowl “Secret Spot” text messaging campaign will be promoted with media buys on ComedyCentral.com and home-page takeovers on TheOnion.com. Web advertising for the campaign will include interactive banners that will let viewers opt in without clicking through.

“We tested a similar program in 2007, and of the adults who opted in, 82% went on to participate throughout the duration of the game,” Murphy said. “Standard click-through rate is 0.03%, so that’s a number we’re going to be watching carefully at this year’s game.”

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