How music creates powerful connections for Budweiser: Case Study


Anheuser-Busch and Budweiser have kicked off their “Made in America” campaign, which connects the brand with music by bringing popular artists to communities around the U.S. Budweiser has leveraged this sponsorship on its social platforms, notably Facebook, and have enjoyed plenty of engagement around the event and campaign. The collaboration with Budweiser and Serge Machial helped produce some polished and powerful graphics, which has been streamlined across multiple media. The campaign has been recognized in a few publications including PR Newswire and Life and Times.

Budweiser is no stranger to leveraging social platforms, specifically Facebook, as the brand is extremely active with large communities. Budweiser’s stat line reads: 4,249,267 likes · 181,111 talking about this–an impressive number for any brand. They average approximately two posts per day. Each post generally has a link or graphic pertaining to the post, which shows it was probably content planned ahead of time. Also, they utilize Facebook Tabs nicely, as they segment different campaigns or sectors of the brand into tabs. Each tab has an individual identity, which is a great way to segment your Facebook community into different areas of interest. Surely, with that large of a community, there must be some segmentation in the demographic. Other channels include Twitter, Tumblr, Pinterest and Instagram.

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Budweiser’s “Made in America” campaign is powerful in so many ways. I cannot speak to how many tickets they sell for each concert, or how it translates into increased sales for the actual product; however I can speak to an outstanding amount of engagement on Facebook–aperfect channel for this specific target. Throughout the campaign/tour, which ends in Philadelphia on August 1 and 2 with a final Made in America festival, Budweiser has brought popular artists to large cities throughout the country. On Facebook, you can see that after each concert, Budweiser posts a picture titled “Made in (insert city)” to customize and personalize that post/experience. For the “Made in Los Angeles” post, Budweiser racked up 2,297 likes, 234 shares and 86 comments. These numbers aren’t exclusive to Los Angeles, either. “Made in Albuquerque” tallied up 1,003 likes, 155 shares and 62 comments. The key takeaway is that Budweiser is connecting with their audience in a physical way, and then giving them the opportunity and space for user-generated content via Facebook. User-generated content is a powerful tactic for brands because while they do pay for content creation, that single post can generate ten times the amount of content all for free. Moreover, that content is coming from direct friends and not just the brand, which can be more trustworthy and authentic.

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Overall, I learned that while a campaign exclusively on social media could work, it’s very powerful when paired with an event. With user-generated content, brands can save money on content production and engage with communities at the same time. Also, utilizing music as a passion point for the audience proved to be powerful.


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