Just 'Blipp' It: Budweiser Using Augmented Reality App as Part of Unique
Summer Philanthropy Program for Military Families
By 'Blipping the Bowtie,' Smartphone Users Could Help Direct Which U.S. States
Get Scholarships Through 'Folds of Honor'
ST. LOUIS, May 24, 2013
ST. LOUIS, May 24, 2013 /PRNewswire/ --For more than 150 years,
Anheuser-Busch, its employees and family of wholesalers have supported
America's armed forces through numerous programs and philanthropic efforts.
These include lending resources, raising funds for veterans and assisting
dependents of military families.
But until now, Budweiser has never used social media to help direct where in
the United States a portion of this support could go. That's all changed with
a new summer program just starting that uses a free smartphone app called
This summer, as Budweiser donates up to $1.5 million to the Folds of Honor
Foundation*, the brand is asking its customers to help choose which U.S.
states could receive a portion of the proceeds.
How does it work? The iconic brand is asking adult beer lovers to:
oDownload Blippar from the iPhone store or Google Play.
o"Blipp the Bowtie" by opening the app and aiming the smart phone screen at
the Budweiser bowtie logo found on all Budweiser packaging, including the
new "red, white and blue" packaging now in stores. This then triggers the
interactive mobile experience.
oPick a U.S. state to help determine where a portion of the philanthropic
support could be directed as they learn more about the Folds of Honor
Foundation, which provides educational scholarships to the families of
soldiers wounded or fallen while serving their country.
"The 10 states with the most support are eligible to receive a total of
$100,000 of dedicated scholarship funds in 2014," said Lori Shambro, director
of Budweiser. "So we are taking $100,000 of our larger donation and asking
people to help us direct where that portion goes. And perhaps more
importantly, the app also drives awareness for the Folds of Honor Foundation,
which Budweiser has supported with more than $5 million in donations since
Watch a demonstration of the app here.
Through a series of videos available through the Blippar app, Budweiser
drinkers get a chance to "meet" some of the men and women who have benefited
from the support of Folds of Honor.
Each Folds of Honor scholarship has an approximate value of $5,000, allowing
Budweiser to provide up to 300 scholarships from coast to coast from this
summer 2013 program.
At the end of the summer, the top 10 states chosen by consumers will be
allocated two Folds of Honor 2014 scholarships for eligible applicants based
on the Blippar program.
"We've used Blippar for other brand programs, but never in a philanthropic
program designed to generate awareness of a non-profit while encouraging
consumers to support their local community," said Lucas Herscovici, vice
president of digital for Anheuser-Busch. "This program gives us a unique way
to use technology to enhance our longstanding relationship with the Folds of
Honor Foundation in a way that Budweiser drinkers can share the experience
with friends through Twitter, Facebook, email and Google Plus."
In recognition of the company's long history of service to the men and women
of the military and their families, the Department of Defense presented
Anheuser-Busch with the Secretary of Defense Outstanding Public Service Award
"Blippar is excited to be part of this incredibly worthwhile Budweiser
campaign and proud to use our innovative technology to help direct financial
support to deserving military families," said Jess Butcher, Chief Marketing
Officer and Co-Founder of Blippar. "Our technology enables static images –
like Budweiser's iconic logo – to come to life instantly, connecting the
physical with the digital and allowing the user to actively engage with the
Based in St. Louis, Anheuser-Busch is the leading American brewer, holding a
47.7 percent share of U.S. beer sales to retailers. The company brews
Budweiser and Bud Light, two of the world's largest-selling beers.
Anheuser-Busch is a major manufacturer of aluminum cans and has been a leading
aluminum recycler for more than 30 years. The company is a wholly-owned
subsidiary of Anheuser-Busch InBev, the leading global brewer, and continues
to operate under the Anheuser-Busch name and logo. For more information,
About Folds of Honor
FHF was founded in May 2007 by Major Dan Rooney, a former F-16 Fighter Pilot
with the Oklahoma Air National Guard, PGA Professional, and USGA member. A
decorated military pilot, Maj. Rooney has served three combat tours in Iraq.
It was after his second tour, while a passenger on a commercial flight, that
Maj. Rooney witnessed an event that would profoundly change his life. As the
plane landed, the pilot announced, "Ladies and gentlemen, we have an American
hero on board – Corporal Brock Bucklin. And his twin brother, Corporal Brad
Bucklin, is accompanying him home from Iraq. As a sign of respect, please
remain seated while Cpl. Bucklin's family receives him in his final
homecoming." Maj. Rooney watched through the window of the plane as the
flag-draped casket was lowered. He saw a family waiting for Brock, and a
little four-year old boy waiting for his father. This tragic homecoming
inspired Maj. Rooney to create the Folds of Honor Foundation. To learn more
about FHF, visit www.foldsofhonor.org.
Blippar™ is the leading image-recognition platform for smartphones and
tablets, instantly bringing physical newspapers, magazines, products, signage
and merchandising to life. Utilizing proprietary, best-in-class technology,
Blippar™ enables users to unlock the physical world with stunning interactive,
digital content experiences and engage with their favorite brands,
publications and celebrities via their mobile devices. Since launching in the
UK in 2011, Blippar™ has expanded rapidly, partnering with some of the biggest
and most exciting brands and media owners in the world. To learn more,
* Budweiser and the Anheuser-Busch Foundation will donate 2 cents per case of
Budweiser sold, May 5 - July 4, 2013, with a maximum donation of $1.5 million
to the Folds of Honor Foundation.
For more information, contact:
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