Budweiser will try to persuade consumers their Bud is "even more valuable" when it launches its biggest UK promotion yet. The Bud Bucks campaign website (above) goes live next week, and is an attempt to move away from discounting by adding value to the brand through promotions according to Vicki Kipling, group marketing manager for brand owner Anheuser-Busch. Aimed at 18 to 24-year-old males, the promotion gives consumers the chance to win experiences that 'money can't buy', such as trips or tickets to big events, by collecting Bud Bucks from the promotional codes on bottles.

Participants redeem their prize by going online and logging on to the Bud Bucks site. "Students spend 20% of their waking hours online, so a digital campaign is a good way of reaching them," said Kipling.

The promotion will also be backed by more traditional marketing, such as PoS. The brand has announced a separate TV campaign, which will break later this month and marks a return to Budweiser's core proposition of being a sociable drink.