Rihanna Joins Budweiser, Takes Beer Giant’s Music Pitch to 85 Countries

Apparently taking a cue from Coke's global music efforts, Budweiser today has announced a deal with Rihanna that entails a multifaceted initiative launching in 85 countries and builds on the success of the brand's similarly modeled domestic run last summer with Jay-Z.

Indeed, the songstress joins a Bud marketing roster of musical notables that not only includes her and the hip-hop juggernaut but also Justin Timberlake. Additionally, there's an intriguing custom-content partnership with Facebook in the mix.

Starting on July 15, the beer giant's "Made for Music" campaign will be anchored by a pair of TV spots created by film director Mark Romanek with Rihanna appearing in one and Jay-Z, a Bud ads veteran, in the other. The commercials went live online today on the brand's dedicated music site and YouTube.

The St. Louis brewery will sponsor the artists' worldwide concerts through Labor Day but will not be involved with multiple-artist festivals as it has in summers past. Meanwhile, Made for Music will include limited-edition packaging, digital promos, out-of-home ads and Facebook messaging put together by the social platform and Budweiser's marketing team.

What's more, Facebook rep Adam Isserlis told Adweek that his social media company was teaming with Vice Media in a custom-content partnership for the beer maker that represents "a first for us, and not just with an alcohol brand."

And, Budweiser will utilize behind-the-scenes footage of the TV ads, which are called "Dreams Are Made," on its YouTube channel.

Per a Bud rep, the campaign marks the brand's first integrated international appeal focusing on music.

"Music truly is a universal language, and Budweiser is proud to work with and support the great artists who inspire millions of people across the globe with their talent, dedication and drive to achieve their dreams," said Camilo Durana, global director of sports and entertainment for Budweiser, in a statement.

Translation, which helmed Bud Light's Super Bowl 2013 spots, is leading this campaign, according to the Bud rep. Anomaly remains the brand's agency of record.