A-B InBev is hoping to revive Budweiser sales in the US

A-B InBev is hoping to revive Budweiser sales in the US

Anheuser-Busch is trialling a Facebook marketing initiative that gives consumers the chance to buy a beer for a friend via the social networking site.

The first element of the campaign, launched late last week, allows US Facebook users to gift a Budweiser to friends in Chicago or Denver. A token is delivered via e-mail, Facebook or text and the recipient can redeem the voucher at selected bars and restaurants. 

A second strand of the intiative will encourage users to gift a Bud Light to friends with an upcoming birthday in Denver.

Anheuser-Busch, the US unit of Belgium's Anheuser-Busch InBev, is working with online gifting service Gratafy on the scheme. Gratafy has a relationship with around 500 restaurants and bars across six US markets.

Brian Erke, Gratafy's CEO & co-founder, said: "For brands, mobile-first experiential marketing is the next frontier, but thus far campaigns have proved difficult to effectively execute and measure."

He added: "With Gratafy, Anheuser-Busch can activate a digital campaign that leads to a consumer enjoying a Budweiser at their favourite local bar, while also providing transparency into the relative success of each campaign.” 

In July, Carlos Brito, Anheuser-Busch InBev's CEO, admitted that Budweiser's market share in the US "remains an issue".