Anheuser-Busch Kills

by David Lauterbach
2009 February 19

Anheuser-Busch pulled the plug on it’s $15 million broadband humor site

A-B’s VP-marketing Keith Levy told AdAge was “sunsetting.” Users going to the site now see only a snowy TV screen saying is no longer available. Instead, they are asked to check out or

Born-on dating indicates first appeared during the Super Bowl in 2007. The site had a mix of unbranded, original content, from reality to humor. A-B execs hoped it would draw about 2 million monthly uniques. But really tight restrictions designed to prevent under-age viewers from entering (entrants’ names were checked against a database of state-issued identification that sometimes kept even legal-age consumers out). ended up driving most potential users away and their traffic nose-dived about 40 percent in its second month to just 153,000 uniques.

Because of the barrier to entry, Anheuser-Busch’s CEO August Busch IV had been famously quoted online as saying “I can’t even figure out how to get into the website.”

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Pardon us please, while we pay for beer...

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