Anheuser-Busch Publicizes Free Beer For These Vaccinated – Social Media Reacted
Anheuser-Busch, the country’s leading brewery, which announced its collaboration with announced on Wednesday … [+]
The phrase “no good deed goes unpunished” is often heard on social media. That was certainly the case for Anheuser-Busch, the country’s leading brewery, which announced on Wednesday that it is working with the White House to achieve President Joe Biden’s goal of encouraging as many Americans as possible to join up To be vaccinated against Covid-19 July 4.
This included the “biggest beer giveaway in history,” the company said.
“At Anheuser-Busch we are committed to supporting the safe and strong recovery of our nation and being able to be together again in the places and with the people we have missed so much, we are happy to have a round of beer for Americans aged 21 and over to buy when we reach the White House goal, “Anheuser-Busch CEO Michel Doukeris said in a statement.
“We pride ourselves on performing in both times of need and great celebration, and last year was no different,” added Doukeris. “We look to brighter days with renewed optimism and are proud to work with the White House to make a meaningful impact on our country, our communities and our consumers.”
According to the official rules, applicants over 21 “simply upload a picture of themselves in their favorite place to have a beer” at MyCooler.com/Beer to receive a US $ 5 prepaid digital card that can be used to buy their free drink. The competition is limited to the first 200,000 people.
The company also advertised the campaign on the official Twitter account (@AnheuserBusch) and wrote: “We are teaming up with @WhiteHouse in the fight against #COVID. And we do it the best way we know: bring everyone together over a beer mug. Our biggest giveaway of all time will be activated when we reach the vaccination target by July 21st. to reach. #LetsGrabABeer https://bit.ly/3i7zCE9 “
Anheuser-Busch is far from the only company offering freebies for those who have received a vaccine, and these efforts have been lauded on social media.
Dan Primack (@danprimack), business editor at Axios, quipped, “So if you get vaccinated, you can now get Budweiser, Krispy Kreme donuts and a chance to win the lottery for free. That pretty sure means that if you don’t get vaccinated, you will hate America. “
“Budweiser is handing out free beer and Krispy Kreme is handing out free donuts. Thanks to my vaccine, I can finally realize my lifelong dream of becoming one of the McKenzie brothers. Take off, eh!” Wrote @_BenMonroe.
A quick backlash
Quite a few users, however, questioned the campaign from the start. It was probably not the kind of reaction Anheuser-Busch would have expected.
Among those calling out the action was Jeff Fryer (@JeffFryer) who regularly tweeted about B2B marketing and technology. He noted, “Would like to #LetsGrabABeer, but didn’t qualify. Doesn’t seem like ‘We’re all going to buy (US flag) a (beer mug) to celebrate’ when you purposely skip 20% of the land. What are you going to do for California or Texas , since these are not covered by this premium campaign, @AnheuserBusch? “
Still others made fun of the company and called out the quality of its beer. @ SJB11SJB wrote, “I thought people could get free glasses of water at any facility already.”
“Why should I want a free beer that tastes like Wiesle piss”, @ fsteele10 pondered.
Even those who advocated vaccination made fun of the brand.
“Idc if it’s bad beer. I’ll be drinking Budweiser for the next few months,” @TioSamSays wrote.
Obed Manuel (@obedmanuel) from CPRNews also joked, “Even I’ll drink Budweiser when we get to 70% …”
However, some users weren’t kidding, instead expressing suspicion of the vaccines and calling on Anheuser-Busch to support the White House’s efforts.
“You think it’s worth a beer to inject us with an experimental vaccine that has caused a record number of side effects and deaths? You can keep your beer and I can just switch brands now, “remarked @ dsd360.
Dealing with the backlash
One problem with promoting a product on social media is that while it is a great broadcast platform, the audience is able to respond in ways that the brand cannot control. As seen in Wednesday’s tweets, many were just as quick to voice their concerns or share their direct ridicule as those who actually offered support for the promotion.
“In the age of social media, everything is being questioned like never before,” warned futurologist and brand strategist Scott Steinberg. “Brands have to keep an eye on what they say, especially since this can have legal consequences – for example where a promotion is valid. It might seem like splitting hairs, but it’s much more difficult when corporations are involved. “
It also means that those who can’t go along are not trying to ruin it for everyone.
“When it comes to promotions, especially when it comes to alcoholic products, the rules can be quite Byzantine and not that easy to use,” Steinberg explained. “That means there could be some very disgruntled consumers who are frustrated because they can’t participate.”
Then there is dealing with the almost inevitable backlash. That would certainly be the case with something as controversial as the vaccines against the novel coronavirus.
“Everyone is doing their part to get their vaccinations, but opponents will never see it that way and are sure to tweet about it,” added Steinberg. “Anything that makes Americans come out and help us get halfway normal, I say ‘cheers for that’.”