- THE MAGAZINE
- CATEGORY FOCUS
- BEVERAGE R&D
Anheuser-Busch InBev’s Budweiser brand announced the debut of its social reality show “Bud United presents: The Big Time” in early 2012 on ABC in the United States. Cast through Budweiser’s social media sites, “Bud United presents: The Big Time” features young adults from around the world fulfilling their dreams, such as racing professional racecar drivers, playing for a global renowned soccer team, pitching a professional baseball game and taking the stage at a major music event. The show will air in the United States on Saturdays on ABC starting Jan. 21, 2012.
“We are absolutely delighted to partner with ESPN/ABC to bring ‘Bud United presents: The Big Time’ to network television for the first time in the United States, giving viewers the opportunity to see their friends and neighbors taking their once-in-a-lifetime shot at ‘The Big Time,’” said Frank Abenante, vice president of global brands at Anheuser-Busch InBev, in a statement. “We leveraged Budweiser’s unparalleled access to international sports, entertainment and lifestyle assets to make these contestants’ dreams come true. We’re looking forward to giving viewers the opportunity to share in these extraordinary journeys of second chances and ambitions filled.”
Through casting videos submitted online during the summer, young adult fans showcased their own stories to demonstrate their passions in areas such as basketball, baseball, soccer, racing, music, acting and cooking. Fans were then chosen to be featured in seven different episodes with each one focusing on a set of three fans competing for their shot at “The Big Time” in their dream scenario. The fans were coached and mentored by celebrities and professionals, such as racing legends Kevin Harvick and Richard Childress, soccer player Alex Morgan, baseball coach Tom House and celebrity chef Hubert Keller.
A creative team led by global entertainment company @radical.media and Evan Weinstein, co-executive producer of “The Amazing Race,” partnered with Budweiser to produce the show. In addition to the TV episodes, “Bud United presents: The Big Time” also will feature behind-the-scenes content and “Big Time” tips from celebrity mentors online.