The On-Demand Brand: 10 Rules for Digital Marketing Success in an Anytime, Everywhere World

“If the [TV] networks can’t continuously produce that [volume of

content], how can a beer company?” asks AB’s VP of marketing,

Keith Levy.

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Townsend views it differently. “Bud had a great idea, but they were

three years too early,” he says. “They built a mall when they needed a

grocery store. They should have grown the audience, then grown the

content from what the audience wanted.”

Does the demise of Bud.tv mean the end of branded content for

Anheuser-Busch (now AB InBev)? Of course not.

As they say, the show must go on—and the company plans to cre-

ate content more specifically tied to its brands, and propagate it more

broadly across as many different platforms as possible, which Levy

says will include Hulu, Yahoo, Facebook, and many more.

Others are ...