Budweiser goes to Tomorrowland

19 July, 2016

AB InBev UK, the UK trading subsidiary of Anheuser-Busch InBev, has announced a three-year, global partnership between its Budweiser brand and Tomorrowland, one of the largest international electronic music festivals in the world.

It is as part of its collaboration with Dutch DJ and producer Tiësto. For its UK summer campaign, Budweiser is taking some fans on a journey to Tomorrowland – giving them the chance to experience the festival and enjoy a series of new music experiences once there.

The company says this is partnership will “bring to life Budweiser’s ambition to shape the future of music and bring people together through authentic and unique events, performances and promotions for music lovers”.

Budweiser has officially launched their collaboration with well known Dutch DJ and producer Tiësto to give festival-goers “incredible music experiences”. This will include the release of an exclusive track by Tiësto feat. Jauz called ‘Infected’ – said to be inspired by the transformation for music lovers when they are immersed by the energy of experiences like Tomorrowland.

The song will be released on all platforms on July 15 and will be accompanied by an original music video, to be released in the days leading up to the festival. The production of the track marks Budweiser’s second year of its partnership with Tiësto.

To support its partnership with Tomorrowland in the UK, Budweiser has run a nationwide competition through its online portal and press promotions, offering music lovers the chance to join the Budweiser tour bus as it journeys to Tomorrowland. Budweiser guests will experience the festival, including travelling to the festival on the Budweiser bus, staying in DreamLodge accommodation in the DreamVille area, and enjoying a host of experiences at the festival.

In addition to this, Budweiser has been bringing a taste of Tomorrowland to music-loving university students across the UK, using a bespoke festival shipping container. Throughout May and June the mobile festival experience travelled to a series of key university campuses hosting parties and opportunities for consumers to win a Tomorrowland weekend experience.

To make the campaign even bigger, Budweiser UK has also joined forces with leading music publication NME to launch a multi-platform partnership across social media, digital, mobile and print, including a four-page cover wrap. NME will join the Journey to Tomorrowland tour bus and document behind-the-scenes footage of the journey and music experience.

Budweiser UK marketing manager Steph Okell said: “Whether it’s opening up access to new music from their favourite DJ, money-can’t-buy experiences or simply elevating their Budweiser experience – we are focused on creating truly unforgettable, meaningful experiences, exclusively for our fans.

“Budweiser believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe.”

AB InBev UK says Budweiser’s sponsorship of Tomorrowland is reflective of its ambition to connect more deeply with millennial LDA consumers through one of this generation’s main passion points, music – focused on creating and providing experiences for consumers that deliver meaning and value to music lovers .

More information can be found at www.budweiser.co.uk/tomorrowland.

Keywords: beer, ab inbev, budweiser

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