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Issue Date: Vol. 52, No. 8, August 2012, Posted On: 7/18/2012

Bud Light Toast or Roast Rolls Out On AMI Entertainment's Jukeboxes

Nick Montano
TAGS: jukebox, AMI Entertainment, AMI music division, Bud Light, Anheuser-Busch Cos. Inc., on-premise promotion, Bud Light Toast or Roast, digital media, A La Carte Media Inc., Tony Mastronardi, bar promotion, beer promotion, tavern games, alcohol advertising

AMI, Toast Or Roast

BRISTOL, PA -- AMI Entertainment's music division and Anheuser-Busch Cos. Inc. are teaming up to bring a novel on-premise promotional application to jukebox locations. AMI describes Bud Light Toast or Roast as "a fun new jukebox feature that lets patrons create their personalized songs to 'punk,' praise or celebrate their friends."

AMI said Toast or Roast is easy to access, simple to use and takes only a few seconds to process. Patrons therefore can toast or roast a friend, and then get back to playing music on the jukebox. In the future, customers will be able to post songs to their friends' Facebook pages and encourage other patrons to use the AMI jukebox locator to find the Toast or Roast feature in a bar close to them.

The new jukebox application was developed by A La Carte Media Inc., an on-premise marketing firm started by TouchTunes founder Tony Mastronardi. So far, Toast or Roast has been approved in 19 states. An updated list of approved states is available at amientertainment.com/music/toastorroast. (The Federal Trade Commission and state liquor agencies must now approve digital media used for marketing alcoholic products.)

The beer company will also support select AMI locations with Bud Light events, which include full Toast or Roast promotions with Bud Light staff on-location to introduce customers to the new jukebox feature. Through hundreds of Bud Light wholesalers nationwide, Toast or Roast locations will receive full promotional packages with posters, table tents and giveaways.

Bud Light will reportedly reach out to its 3 million fans by email and social media, directing them to AMI jukeboxes through the AMI jukebox locator.

In order to be eligible for Toast or Roast events, operators must register their AMI jukeboxes with location information. Once an AMI jukebox location is registered, it will appear on AMI's mobile app and AMI's location finder. Patrons can then find registered boxes to participate in exclusive music promotions and giveaways, attend a Toast or Roast event or use AMI BarLink to find and play music.

For jukebox operators, registering AMI equipment is easy. Simply log into the AMI jukebox operator site at amientertainment.net, verify location information and check the "Mobile Enabled" box.

More information on registering a location, or for opting out of Toast or Roast, can be had by calling AMI's tech support department at 877-ROC-N-ROL (762-6765).

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