Dive Brief:
- Bud Light is introducing a new player to the Internet of Things: the Bud-E Fridge, a WiFi-connected beer refrigerator that sends consumers an app alert when the beer supply is running low, in addition to a digital counter on the device.
- Tying into e-commerce, Bud Light has a partnership with Saucey, an alcohol delivery service, whose app will be linked to a push notification when a predetermined limit of beers in the fridge is reached, though there's no automated ordering involved.
- Bud Light还通过在选定的NFL和NHL团队进行比赛时将应用程序通知粉丝，以与运动团队的营销合作伙伴关系进行了协调。
Dive Insight:
Brands are looking for new ways to use high-techmarketing innovationsto attract today's consumers, and employing the Internet of Things is one way for brands to enter consumers' homes and smartphones to make a brand's presence more visible.
This marketing innovation comes at a critical time for domestic light beer brands like Bud Light, which arelosingsales volume and market share as the craft beer industry continues to grow. Bud Light, along with Budweiser, sawdecreased salesin the low single digits in the second quarter, while first quarter 2015sales of craft beers increased by 16%.
