Budweiser Live Project music tour launches with new TV ad and Spotify partnership

  • Budweiser launches nationwide music tour headlined by exciting line up of British talent including The Wombats, Twin Atlantic, and Krept and Konan
  • Nine exclusive, free gigs to take place across the UK plus pop-up performances
  • Campaign launched alongside new TV advertising and Spotify partnership

Today Budweiser officially launches the Budweiser Live Project – a unique music tour transporting great British music talent across the UK in a bespoke tour bus this autumn. The launch kicks off with a brand new TV ad premiering on 14th September and a partnership with music streaming service, Spotify.

The TV and video on demand ad launches Budweiser’s latest music campaign, part of the brand’s Global Music Series, which will create unique, free gigs in cities across the UK to bring fans experiences like no other. The ad features up and coming Canadian band, The OBGMs, being given a surprise gig of their dreams by Budweiser, and will run across the full network of stations throughout September and October.

The Budweiser Live Project will be touring across the country, with  a different headline artist across the three weeks, plus a support act and local artist from each of the tour cities. To amplify the experience, Budweiser have joined forces with Spotify to create a bespoke Budweiser Live Project hub, giving music fans and gig-goers the opportunity to find out more about the tour, access exclusive music content and apply for free tickets.

The partnership and wider media strategy has been planned by Dentsu Aegis agencies Vizeum and The Story Lab. Audio, video and display ads will feature across the Spotify platform, spreading awareness of the Budweiser Live Project. This will include localised ads that are targeted to the nine tour cities to drive users to the Budweiser Live Project hub where they can apply for free tickets. Tickets for both the launch event and all the tour gigs will be provided by DICE, the UK’s fastest growing music discovery and ticketing app.

Adam Williams, Spotify’s MD for UK sales, said of the partnership: “Budweiser was looking for a media partner that had both reach and credibility amongst their target audience of music lovers for this exciting campaign, and with our huge audience of music fans on Spotify in the UK we were perfectly placed to deliver this for them. 

“Spotify is the ideal partner for Budweiser to connect with music fans, and to offer them an authentic music experience. The very best brand campaigns are engaging and relevant to consumers and their interests, and that’s exactly what we’ll be serving up with the Budweiser Live Project.”

The Budweiser Live Project will also be supported by a range of other marketing activity including digital, social media, PR and experiential marketing.

Isabelle Maratier, AB InBev UK’s Senior Brand Manager for Budweiser commented: “Budweiser is a brand that facilitates epic, unforgettable moments in music. Whether that’s making artists’ dreams come true on stage, or hosting a surprise gig in an epic location, Budweiser’s aim is to be at the heart of it all – making UK music fans’ dreams a reality. 

We wanted to take our involvement with music to the next level this year and to recognise the people whose passion fuels it; the fans.The British talent we have on board for the Budweiser Live Project is truly incredible, and we can’t wait to see our bus out on the road, bringing these amazing music moments to fans across the country this autumn.”

More information, including how to get tickets for Budweiser Live Project gigs, can be found at www.budweiserliveproject.co.uk. All gigs will be open to individuals of 18 years or over and will be free of charge.