Budweiser brewing reality series

The beer brand is teaming up with Amazing Race co-exec producer Evan Weinstein, production partner @radical.media and distributor FremantleMedia Enterprises for Bud United Presents: The Big Time.
May 16, 2011

Budweiser has another reality series on tap.

Following its Bud United: Bud House online reality show which debuted during the 2010 World Cup, the beer brand has announced Bud United: The Big Time, a reality series that will give fans worldwide the opportunity to “live their Big Time dreams” under mentorship from celebrities, star coachesĀ and famous sports teams.

Production partners for the show include FremantleMedia-owned @radical.media, a prodco that’s well-versed in the creation of brand-supported content through productions such as Sundance Channel’s Iconoclasts and The Rocket Project, which aired on Science Channel. Also on board is Evan Weinstein, co-executive producer of The Amazing Race. FremantleMedia Enterprises will distribute the series globally. Creative shop Anomaly conceived of the project.

Thus far, no network has been attached to the show, but Anheuser-Busch Inbev is reportedly talking to different network partners.

The show will offer four contestants per episode the opportunity to be mentored by celebrities, professional athletes and famous coaches depending on what their “Big Time dreams” are.

“Whether someone is passionate about music, football, cooking or car racing, Budweiser is giving fans a shot to make it big, and supporting them on their journey with expert advice from celebrity mentors,” explained Jason Warner, global vice president for Budweiser.

Social media is playing a major role in the casting process, with dedicated casting pages set up on Facebook and Chinese site Renren. Individuals can submit an application from May 16 to June 29. Shooting is scheduled to begin in the summer.

“We want to leverage Budweiser’s unparalleled access to international sports, entertainment and lifestyle assets to give our fans around the world the shot of a lifetime,” said Chris Burggraeve, chief marketing officer of Anheuser-Busch InBev. “Working with our partners, @radical.media and reality TV guru Evan Weinstein, we’ll bring Big Time dreams to life on an unprecedented global stage.”

“I love this concept,” added Weinstein. “Watching everyday people from around the world score a once-in-a-lifetime shot to achieve their dreams. That kind of passion and drama will get viewers around the globe cheering.”

About The Author
Barry Walsh is editor and content director for realscreen, and has served as editor of the publication since 2009. With a career in entertainment media that spans two decades, prior to realscreen, he held the associate editor post for now defunct sister publication Boards, which focused on the advertising and commercial production industries. Before Boards, he served as editor of Canadian Music Network, a weekly music industry trade, and as music editor for HMV.com. As content director, he also oversees the development of content for the brand's market-leading events, the Realscreen Summit and Realscreen West, as well as new content initiatives.