(from Billboard.com, May 1, 2013) Bud Light is preparing 50 concerts in all 50 states on one day, August 1. 50/50/1 will help kick off a new marketing platform, Bud Light Music First. Live Nation, Myspace, and Universal Music Group are all partners for this event. The program will be a national ad campaign created by Translation.
Live Nation confirmed 26 of the 50 artists for the lineup on Tuesday. Some of the artists include Kendrick Lamar, Coheed & Cambria, The Flaming Lips, Drive-By Truckers, The Dirty Heads, and The Gaslight Anthem. More acts and accompany cities will be announced in the coming weeks at BudLight.com/Music First and on the Bud Light app.
Bud Light Music First was created with a thought of an inside-out approach to a music festival. “We’re bringing the festival to all 50 states rather than bringing people to one place,” Budweiser Vice President of Marketing, Paul Chibe, said, “we really think the Music First program is something that is different, it’s really cool and something that we hope takes off and will do again and again.”
Music First will be the main focus of Bud Light’s third-quarter advertising, which means a lot of money for America’s best-selling beer. “Doing a bunch of little things doesn’t add up,” Chibe says of the mass-market approach for Bud Light Music First, “what you want to do is have the opportunity to do something that can reach a large audience and in a global way and be something that we can scale across the country. This is a perfect example of something that we can do and bring this kind of experience to our drinker.”
Music had become a major priority for Anheuser Busch InBev. when Landshark Lager, an Anheuser Busch brand, had recently partnered with Zac Brown Band to support the band’s summer tour and also included on-can promotions featuring the band.