Brewmasters Drive Budweiser’s Summer Festival Tour
To emphasize among foodie millennials obsessed with craft beer that Budweiser is made with just as much passion and care, or,“Brewed the Hard Way,” as the tagline states, the brand turned to something equally simple and satisfying: burgers. The Bud & Burgers Tour hit the summer’s hottest music and food festivals in 2015, and paired up chefs for cook-offs in a custom 53-foot trailer complete with a kitchen and 36-inch grill, putting ice-cold Budweiser center stage for the summer.
At every stop, an emcee hyped the crowds and interviewed the tour’s resident Brewmaster about Budweiser’s brewing process. Visitors took selfies with a larger-than-life beer and burger that also acted as a misting booth. A live Twitter wall on the neck of the trailer aggregated all #budandburgers content (10 million-plus social impressions were earned overall). The tour culminated with the ultimate burger cook-off, the Bud & Burger Championship at the Anheuser-Busch Brewery in Saint Louis, MO, where RFID tracking bracelets served up opportunities for consumers to win grills, coolers and other sweet swag.
As a result of this perfect pairing, Budweiser was able to serve up a whole lotta Bud and positive sentiment—24,078 free four-ounce samples and 21,030 paid 16-ounce servings on tour, and 22,600 beers sampled or sold at the final festival. Talk about market saturation.