Marketing Challenge

Obtain 1000 or more music titles, both current and catalog to offer to consumers as a gift with purchase by collecting musical notes on 12, 18 and 24 packs of Budweiser products to redeem for free CDs.

SOLUTION

Offer record labels a marketing incentive to participate and provide product to A-B at a low cost.  In exchange for each 10 artists with catalog, A-B would provide tour support for one artist of the labels choice with :20 second tags on purchased media as well as market-by-market radio promotions for tour dates.  Over 20 record labels participated in the campaign with over 1100 titles.  Tanya Tucker, Aaron Tippin, George Clinton and Bryan Adams agreed to use songs and record spots for the promotion.  A seven-song CD sampler was cleared for pre-promotion with retailers.  A total of 25 tours covering all genres of music received tour support and were linked to the promotion with over $4.5 million in media.  Over 500,000 CDs were redeemed.

Click to hear radio spot

© Budweiser
Advertising and retail materials created by Upshot Inc.