Anheuser-Busch Debuts AB-Extras.com; Fuses PR with Social Media to Humanize Stories and Ads

Disclosure: I am collaborating with Anheuser-Busch on the creation and release of AB-Extras.com


Today Anheuser-Busch announced AB-Extras.com – a social media destination for Bud fans 21 years of age and older to reveal the human element and stories behind the ads that will premier during the Big Game.

AB-Extras.com is a unique social platform for the internal PR team at Anheuser-Busch to also work more effectively with traditional and digital press and bloggers using the tools and services that they rely upon to publish and share stories.

AB-Extras.com features exclusive content using a combination of social tools and networks such as Social Media Releases (SMRs), YouTube, Blip.TV, and flickr, hosted on a blog platform. At the very least, it is a dedicated online newsroom that aggregates and packages disparate social elements from across the Web into a contextualized storyboard that streamlines the viewing, sourcing, and distribution of relevant information.

The press team at Anheuser-Busch is actively exploring the inherent benefits and opportunities of genuinely participating in the important and relevant conversations that are transpiring across the Social Web.

They’re learning from individual experiences driven by this new form of engagement to further evolve its communications methodologies and practices and also improve the foundation for building relationships. As the team is listening and internalizing activity, analysis, and feedback, they will also define new policies and amendments to the PR regiment in order to embrace public conversations through social networks and micro communities including Facebook, Twitter, and FriendFeed.

I’m also learning that much in the same way that public companies abide by existing processes and language when communicating through press releases for example, there are guidelines and procedures designed to help alcohol companies practice corporate responsibility not only in PR, but also in online community engagement.

I’m looking forward to working with Anheuser-Busch to further explore new ways to enhance and humanize the interaction between companies, journalists, bloggers, and the very consumers who contribute to the interpretation, perception, and dissemination of their story.

Press Release on PitchEngine

http://viewer.docstoc.com/

Anheuser-Busch Debuts AB-Extras.com

Related reading on PR 2.0:

- SEC To Recognize Corporate Blogs as Public Disclosure, What This Means for Wires and Press Releases
- Social Media Releases In Action
- The Definitive Guide to Social Media Releases
- The Future of the Social Media Release is in Your Hands
- The Poetry of Social Networking to Court Customers and Invest in Relationships
- Twitter Tools for Community and Communications Professionals
- The Essential Guide to Social Media
- The Social Media Manifesto
- Introducing The Conversation Prism

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  • Marianne

    Brian,

    WOW, this looks totally awesome…congrats!

    Marianne

  • Deb S.

    This new form of engagement sounds intriguing. Hopefully, you’ll keep us posted on this project. Way to go!

  • BarbaraKB

    Look forward to watching this unfold, Brian, esp. on Twitter this Sunday. Good luck!

ABOUT ME

Brian Solis is a digital analyst, anthropologist, and also a futurist. In his work at Altimeter Group, Solis studies the effects of disruptive technology on business and society. He is an avid keynote speaker and award-winning author who is globally recognized as one of the most prominent thought leaders in digital transformation.

His most recent book, What's the Future of Business: Changing the Way Businesses Create Experiences (WTF), explores the landscape of connected consumerism and how business and customer relationships unfold in four distinct moments of truth. His previous book, The End of Business as Usual, explores the emergence of Generation-C, a new generation of customers and employees and how businesses must adapt to reach them. In 2009, Solis released Engage, which is regarded as the industry reference guide for businesses to market, sell and service in the social web.

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