SONY MUSIC NASHVILLE + BUDWEISER“BIG COUNTRY CAMPAIGN” Liquor and Music Cross-Promotional Campaign
CLIENT:The Global Group Jason Yoong
Company Overview Multinational Conglomerate HQ in Los Angeles, CA Over 200 offices
Goal Combine Budweiser with music labels Arista Nashville and BNA Records Label Reach niche market of country music fans (brand extension) Launch “one of the best” campaigns ever
Understand risky nature of combination.
Past Budweiser campaigns:
Humorous ads such as “Real Men of Genius,” the “Bud-weis-er” frogs, and the “Whassup?” commercials.
Traditional ads such as the Clydesdale horses
Country Music Singers:
Generally reserved/conservative advertisements that emphasize traditional “Country or American” ideals.
Thoughts of Campaign Strategy Like the use of social media networks, the User Generated-Content contest on Youtube, and use of augmented reality. Like the buildup to the 2010 Country Music Awards and the compilation CD of various artists. Concerned about the audience reaction and religious group criticisms, but I like how the ad campaign fuses Budweiser into the country fan ideals (not overbearing), and the use of popular (clean/non controversial) singers to endorse product. Overall, very pleased and willing to make this risky campaign come to life with ad agency!
DAVID OSHMAN Account Director AGENCY:The Inebrius Group
Product Category We are promoting two products in conjunction with one another: One being a new brand of beer known as the Budweiser Big Country Brew The second being a compilation country music album known as the Big Country Album
Uniqueness of Big Country Campaign Between the two products, we are appealing to both fans of country music and Budweiser beer brands and the ideals and values that are shared between the two
Parent Companies This cross-promotional campaign will be sponsored jointly by Anheuser-Bush InBev NV/SA (the owners of Budweiser) and Sony Music Entertainment
Anheuser-Busch InBev The largest global brewer with a nearly 25% global market share Anheuser-Busch (Budweiser) itself has a market share in the U.S. of 50.9% of all beers sold Anheuser-Busch has net quarterly sales of around $4 billion Budweiser is well known for both humorous (“Whassup” campaign) and symbolic (Clydesdale campaigns) advertising In recent years, Budweiser has been increasing its brand with new products such as Budweiser American Ale and Bud Light Golden Wheat
Sony Music Entertainment The 2nd largest global recorded music company and controlled by Sony Corporation of America One of SME’s main operating divisions is Sony Music Nashville which houses the country music labels Arista Nashville and BNA Records whose artists will be used for the campaign Arista Nashville is made up of artists including Alan Jackson, Brooks & Dunn, Brad Paisley and Carrie Underwood BNA Records is made up of artists including Kenny Chesney and Kellie Pickler
Competition The Budweiser Big Country Brew will face competition from MillerCoors LLC (owners of the Miller and Coors Brewing Companies and all of their subsidiaries such as Blue Moon) and from local microbreweries The Sony Music Nashville sponsored Big Country Album will face competition from the other three major labels – Universal Music Group, Warner Music Group and EMI – and their country music divisions
Balancing the Client’s Wishes with Creative’s Ideas The client was looking for a campaign that would cross-promote their new Budweiser beer brand along with a Sony Music Nashville country album and focus on the values represented by Budweiser and Sony’s country music artists Creative came up with the idea of labeling both under the Big Country brand (creating the Budweiser Big Country Brew and Sony’s Big Country Album) and structuring the campaign around “country ideals” and culminating in a co-sponsorship of the 2010 Country Music Awards
Past Campaigns The Big Country campaign will hearken back to the recent Budweiser American Ale and Bud Light Golden Wheat campaigns The Budweiser American Ale campaign focused on equating American values and the use of local American high-quality ingredients in the product which we plan to emulate The Bud Light Golden Wheat campaign, starting this past October with a budget of $30 million (similar to what we plan to use), bought out all of the advertisements and become the single sponsor for an episode of Saturday Night Live which we will follow by acting as the single sponsor of the 2010 Country Music Awards Anheuser-Busch InBev is currently running a contest in China for viewers to create their campaign for the coming Chinese New Year The Big Country campaign involves a similar user-generated contest with the winner being feature in both commercials and on the Big Country Album
Advertising Regulations Alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age The creative messages cannot be designed to appeal to people under the age of 21 Cannot promote brands based on alcohol content or its effects Cannot encourage irresponsible drinking
Most patriotic people were from the East Coast and the Midwest
American flag was highest ranked symbol of patriotism- followed by cowboys, Old West, national monuments and country music
Country Music Sony Music Nashville has several big name country artists: Carrie Underwood, Alan Jackson, Brooks & Dunn and Brad Paisley These artists have all produced #1 singles and platinum records
CMA Awards 2009 CMA Awards had a record 16.8 million viewers Highest number of adult viewers 18 – 34 in the past five years Dominated every ratings demographic
JC Penney asked Rascal Flatts to write a song to promote their clothing line American Living.
The single was released on a special version of Rascal Flatts’ new album Unstoppable.
Rascal Flatts wore American Living apparel in performances and sold special merchandise from the line at their concerts.
New album debuted at #1 on the Nielsen Soundscan Top 200 and Country charts.
Cassandra Gamboa CREATIVE
Brainstorming Mental Map
Concept “Big Country” American Cowboy Brew Pride Tone: Patriotic American flag Red, white and blue Cowboys, images of the Old West
Celebrity Endorsements by Sony Music Nashville country music stars- emphasis building up to CMAs
Brooks & Dunn
Not one specific “country” beer
Clearly defined target market
Consumer should take pride in their drink
First association = American
Scholarly Support Bruce Hardy: Mass media says what is “American” Greg Dickinson: “citizen consumer” not just buying any product, but an American product James Twitchell: selling the story of the patriotic, hard-working American
Potential Taglines, etc. The Great American Lager for the Great American. Big Country Brew for the red, white and blue. As American as your cowboy boots. Take pride in your brew. Take pride in your country Big on flavor. Big on country. Only in America.
Blair Bartlett MEDIA
Field and Stream
Launch Party-CMAs and other Country Music Festivals
Example: Facebook Fan Page
Example: YouTube Contest
Eric Dressler CULTURE JAMMING
Who We Are, What They’re Doing Christian Representatives of Associated Zealous Youth Budweiser’s promotion of underage drinking Carrie Underwood + Brad Paisley = YOUNGER demographic