Budweiser is expanding its two-day Made in America Festival to include events in Los Angeles and Philadelphia this year with a three-month campaign that centers around branded video and social media. A new branded content effort—dubbed Made Underground—is part of the ongoing digital investments for Bud's Made for Music global campaign that also supports the festival.
Anheuser-Busch InBev launched the music festival in Philadelphia in 2012 and is now rolling out a Los Angeles version that will take place Aug. 30 and 31. Similar to its recent World Cup campaign, Budweiser partnered with Vice's music channel Noisey to create a video series that also lives on a microsite and YouTube.
Leading up to the festival next month, Bud will produce a branded video series that follows rock bands Jamie N Commons and X Ambassadors on a search to find a group of street artists in New York, London, Philadelphia and Rio de Janeiro. Once the musicians pick the artists, the team will perform the song "Jungle" at the Los Angeles concert. The Noisey team will then film footage from Made in America festivals for at-home music fans.
After the festivals, the Made for Music campaign runs for another two months. The beer brand will post video coverage and behind-the-scenes content to its Twitter, Facebook, Tumblr and Instagram accounts.
"Much like our World Cup [effort], we want this campaign to be digitally led, so we are working to create compelling content that supports the idea behind Made for Music, which is to inspire people to pursue their dreams by bringing them closer to those artists and creators that inspire greatness in all of us," said Camilo Durana, Budweiser's global director of sports and entertainment.
This year’s campaign is an extension of last year’s Made for Music initiative that featured Jay Z and Rihanna. Once the Made in America festival wraps up next month, both artists will become more prominent in the remaining two months of the campaign. "As the campaign progresses, we’ll be coming out with new and different forms of content and people engaging with those artists," Durana said.
Check out Budweiser's teaser for the campaign below.