In 2012, Budweiser took a big chance on its inaugural Made In America festival, a two-day event in Philadelphia that eventually grossed $5 million and attracted nearly 80,000 ticketholders, according to Billboard BoxScore. Now, the beer behemoth is expanding the same cultural marketing approach behind the program to 85 countries with Made For Music.
Budweiser’s first global marketing platform in the concert space, Made For Music is designed to give fans in dozens of international territories “unparalleled access” to unique experiences, says Steve Stoute, CEO-founder of Translation, the ad agency behind the initiative. “As the program develops, we’ll be working with the team to figure out how it takes shape. Music is very elastic, so the program has to be fluid because you’re dealing with the consumer and their evolving tastes,” Stoute says.
The program will feature custom packaging on Budweiser products, a pair of TV ads featuring Jay-Z and Rihanna directed by Mark Romanek, a micro-site BudweiserMusic.com and, later this month, exclusive giveaways supporting Jay-Z’s Legends Tour with Justin Timberlake.
“Both Rihanna and Jay-Z have incredible stories that click perfectly with what Budweiser stands for, which is giving their best everyday to pursue their dreams,” says Camilo Durana, global director of Budweiser Sports & Entertainment. “Their stories kind of amplified our point of view as a brand, which is why Jay and Rihanna were amazing artists to work with in this campaign.”
Made For Music will also be a gateway for Budweiser to expand its footprint in emerging territories like China and Brazil, where the beer is being marketed as a premium lager. "We've had separate efforts locally in some of these territories, like Music Kingdom in China, but this is the first time we are pulling all the countries together in one specific timeframe with one look and feel and one set of content," says Ricardo Marques, global advertising director at Budweiser.