• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
Big Country Brew
 

Big Country Brew

on

  • 1,406 views

 

Statistics

Views

Total Views
1,406
Views on SlideShare
1,342
Embed Views
64

Actions

Likes
0
Downloads
9
Comments
0

4 Embeds 64

http://myportfolio.usc.edu 52
http://thebrakedown.blogspot.com 10
http://www.slideshare.net 1
http://www.thebrakedown.blogspot.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

    Big Country Brew Big Country Brew Presentation Transcript

    • 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
    • Past
      • 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
    • Becca Fischer
      RESEARCH
    • Why the beer market?
    • Patriotism
      • 1,000 surveyed from 5 regions: Pacific Northwest, Southwest, Midwest, Northeast, Southeast
      • 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
    • American Living
      • 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
    • Approach
      • Celebrity Endorsements by Sony Music Nashville country music stars- emphasis building up to CMAs
      • Carrie Underwood
      • Alan Jackson
      • Brooks & Dunn
      • Brad Paisley
      • Kenny Chesney
      • 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.
    • Ad Example
    • Label Example
    • CD Example
    • Blair Bartlett
      MEDIA
    • Print
      • Music
      • Blender
      • Rolling Stones
      • Billboard
      • Country Magazine
      • Outdoor
      • Outdoor Life
      • Hunting Magazine
      • Field and Stream
    • Broadcast
      • MTV
      • VH1
      • CMT
      • TLC
      • Spike
    • Outdoor Media
    • Augmented Reality
    • 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
    • The Plan
      RESULT:
      Media attention/awareness
    • CLIENT REACTION