Bud Light Partnership Puts Music Fans First - Event Marketer

Bud Light Partnership Puts Music Fans First

DB_EX_Anheuser Busch_2014 Ex
Brand: ANHEUSER-BUSCH
Agency: LIVE NATION
Awards: EX AWARDS — BEST PRODUCTION OF AN EVENT (CONSUMER)
Year: 2014

Bud Light and Live Nation partnered to produce a pioneering event that brought the power of live music and the fun of tipping back a Bud Light to fans in all 50 states on a single day, creating a “first” in the music event space.

Live streaming of the music events brought the excitement to fans that were unable to attend the shows, and an app called Bud Light Music First enabled fans to enter to win tickets and prizes. This omni-channel music experience leverages the reality of today’s music fans–those “digital concert groupies” who seek out and enjoy music across a wide variety of live and digital platforms.

Bud Light last summer made a commitment to bring fans closer to the music they love with “Bud Light Music First,” a program that celebrated various music firsts and which culminated with 50|50|1, which was itself a first. 50|50|1 was a never-before-seen live music event in which Bud Light presented one concert in each of the 50 states on a single day, Aug. 1.

Fans became a part of the experience by downloading the Bud Light Music First app, which was available for Apple and Android devices. Through the app, fans could score Bud Light Music First prizes, including Monster DNA Headphones, Live Nation Concert Cash, Universal Music Group (UMG) music downloads and 50|50|1 concert tickets throughout the summer. Bud Light also partnered with MySpace to build an interactive hub where fans received concert updates, exclusive interviews with the artists who shared stories about their own personal music firsts and more.

The 50|50|1 finale featured an eclectic line-up of artists from around the globe. With a bevy of talent from all genres, each market received a unique experience. The in-venue experience connected all 50 events with identical printed materials, in-venue signage and a social aggregator showcasing 50|50|1 tweets from across the globe. 50|50|1 artists tweeted using the #5050one hashtag throughout the night. For fans unable to attend the shows, events in five markets were live-streamed on the Bud Light Music First MySpace hub. In the days following 50|50|1, fans could stream select videos on demand from the five key markets.

The concert drew 52,000 attendees across all 50 states, Live Nation’s largest single custom-booked brand program ever. It drew 2.5 million live streams and one million unique live streams, the biggest for any A-B brand.

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