- Budweiser is taking consumers on a trip through its music history
with a campaign that combines out-of-home displays with online search,
according to news provided to Marketing Dive.
- The effort, created with the ad agency Africa, features simple
displays of white text on a red background. Each includes Google search
terms and the phrase “Search it,” which urge passersby to access
photos showing Budweiser’s presence in music throughout the decades.
- For example, the search terms “1969, musicians, sessions,
Budweiser” turns up a 1969 image of the Rolling Stones’ Mick Jagger
and Keith Richards holding cans of Budweiser. The terms “1987,
California, hip-hop, Budweiser” find photos of the Beastie Boys’ Adam
Horovitz on stage spraying the crowd with a can of the beer.
Budweiser is tying together
online and offline marketing channels with its latest out-of-home (OOH) effort,
and largely eschewing mobile tools like QR codes to instead make use of
existing search terms. Interactive billboards and displays are a trend that
more marketers are embracing to reach consumers at key moments. Absolut’s
recent “Global Selfie” campaign asked people to upload photos of
themselves to be shared on digital displays in airports, for
OOH advertising revenue rose
2% in Q1 2018 compared to the same period last year, and accounted
for $1.68 billion, according to new data from
the Outdoor Advertising Association of America (OAAA).
“An important part of
OOH’s growth has been advertisers in the tech and digital sectors because of
its ability to efficiently reach massive audiences,” said OAAA President
and CEO Nancy Fletcher in a statement. “Our resonance with this sector is only
Budweiser has continued to
lean heavily into music partnerships in its marketing, especially through its
Made for Music platform focused on live events. However, certain aspects of
that strategy are changing as the brewer and parent company AB-InBev struggle to drive sales.
Budweiser this week confirmed to Ad Age that
it is pulling out of the Made In America music fest, which it has been a lead
sponsor of for the past several years.
AB-InBev still spends more
than other companies on sponsorships for music tours, festivals and venues,
making up 51% of the $1.54 billion spent on them by marketers in North America
last year, according to ESP-IEG data cited by Ad Age. Recent Budweiser
campaigns have focused more on country music in the U.S. and
global music abroad.
Source: Marketing Dive