The Sun Sets on Bud.TV

I guess we could say it was only a matter of time. Especially since the recent merger with InBev that immediately led to a slew of cost-cutting measures. Bud.tv was a huge idea (huge budget, huge push, huge intentions). But as we know now, being ambitious does not make up for being innovative. The mid-2000's was the age of the brand mantra "let's make a destination!" and we have quickly learned a few things.

1. It takes a LOT of money to build an entertainment destination
2. You won't be the only one so you have to do it better than the next guy
3. The wider your audience the better (I think here is where age-verification is a killer)
4. Concentrating on a destination site that does not naturally align with your core competency will make you weaker
5. If you can't bring the game to you, you've got to go to the game

That being said, there are a few brands that may have been able to pull something like this off, but you have to be a behemoth (which AB was) and make it easily accessible (which, being alcohol related, bud.tv wasn't).

It was an interesting business model. Something that we can all learn from (and when I say 'learn' I mean confirm what most marketing 101 students would strongly suspect).

So, we bid adieu to you, Bud.tv. It was a bold move. Now we look forward to see what InBev can come up with when the sun rises.

more here:

Ad Age - Anheuser-Busch Pulls the Plug on Bud.TV

STLToday - Bud.TV to go dark