The global campaign covers 85 countries including China and Hong Kong in Asia. It integrates OOH, print and digital content, as well as a series of events in nightspots spanning cities including Shanghai, Beijing, Guangzhou, Changsha, Hangzhou, Dalian and Shenzhen.
A spokesperson for Budweiser China told Campaign Asia-Pacific that the China campaign starts today (8 August) till in Beijing with the sponsorship of the Michael Jackson show, which will move to Shanghai on 17 August and Hong Kong at the end of the month.
Another highlight is the partnership of Rihanna's 'Diamonds' concert at The Venetian Macao on 13 September. The brand is also working on a documentary which will make its debut in Hong Kong this September.
As for Jay Z, Budweiser China has partnered with Todou and Youku to make available in China his concerts at the Budweiser Made in America Festival, which is taking place on 31 August and 1 September in Philadelphia.
The campaign also includes two television spots, featuring Jay Z and Rihanna and directed by award-winning film director Mark Romanek, which will also be running on TV stations in China.
“Budweiser Made for Music is a tribute to those who continue to put their energy and passion everyday in the pursuit of their dreams” said Ricardo Marques, global advertising director of Budweiser.
“Budweiser is pleased to continue bringing China’s premium beer drinkers unparalleled access to iconic international music content through this powerful platform of inspiration through music”, Alexander Lambrecht, Budweiser’s Asia-Pacific brand director, said in a release.