Anheuser-Busch InBev is about to crank up some more music marketing.
The brewer, which has put major resources behind "Budweiser Made in America" Labor Day Music festival festival, is rolling out a program called "Bud Light Music First" that will culminate Aug. 1 with one concert in all 50 states.
The event, called "50/50/1," will be staged everywhere from Anchorage, Alaska to Albuquerque, N.M. and feature acts including Kendrick Lamar, Sublime with Rome, Alex Clare and the Flaming Lips. Bud Light will promote the event on MySpace, which will host a hub for the program in which fans can get concert updates, listen to featured artists and download a special app that can be used to win prizes, including concert tickets.
This is not the first time that AB InBev has partnered with MySpace, which is attempting a comeback after being overtaken by Facebook years ago. The site served as a digital partner for the "Bud Light Hotel" music event in New Orleans during the Super Bowl.
The brewer seems poised to make Bud Light Music first a major part of its summer marketing for Bud Light, which is the largest beer brand in the U.S. For instance, TV ads promoting the event are expected to debut soon. The ad agency for the program is Bud Light agency-of-record Translation, which is led by former music-industry exec Steve Stoute.
The brewer has made music a cornerstone of its marketing under the guidance of Mr. Stoute and Paul Chibe, VP-U.S. marketing at A-B InBev. For instance, Budweiser's Made in America," the Philadelphia music festival, will include top acts like Beyonce and Nine Inch Nails and is also expected to be featured in TV ads this summer. The brewer has also tapped Justin Timberlake as "music curator" for Bud Light Platinum, whose ongoing campaign features the artist.
"Music is such a unique platform because it brings people together, yet everyone interacts with it on a personal level," Rob McCarthy, VP for Bud Light, said in a statement.