Bud TV
Looking at Bud TV, I’m was hit at the lack of information about what it is. The very first thing you have to do is register (to check you age) but there is little to explain what you will get if you do. I’m assuming the other media contains the enticement.
The next issue I came across is that the system uses an age verification system, which appears to be looking up driver licence information to verify your age. The registration page implies their is a hotline to call, but the number cannot be found on the site; using the Feedback form it says it will take 2-3 days to get back to me.
When I eventually found the number (on the main Bud site) I called it and they said it would take 5-7 days to research me to see if I could access it. And 2 weeks later I still have not received any update, even after chasing again. First impressions - extremely negative.
Now, I understand why they are doing this, I worked for an alcohol company long enough to have gone through the arguments for age checking gateways and how far validation needs to go. But this is the farthest I’ve seen an alcohol company take it. Now considering I could borrow someones info to get in (which I haven’t to date) I’m surprised at how difficult they are making it.
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POSTED IN: Branding, Buzz Marketing, TV, Video Content
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