Budweiser Live Project music tour hits the road

Twin Atlantic

Budweiser has started the engine for its latest marketing activity, the Budweiser Live Project, a music tour transporting British music talent across the UK in a bespoke tour bus this autumn.

The launch kicks off with a new TV advert, and the campaign features a partnership with music streaming service, Spotify.

The ad features up and coming Canadian band, The OBGMs, being given a surprise gig of their dreams by Budweiser, and runs across the full network of stations throughout September and October.

The Budweiser Live Project will be touring across the country for three weeks, with a different headline artist each week, plus a support act and local artist from each of the tour cities. Acts include bands Twin Atlantic (pictured) and The Wombats, as well as hip-hop duo Krept and Konan.

To amplify the experience, Budweiser have joined forces with Spotify to create a bespoke Budweiser Live Project hub, giving music fans and gig-goers the opportunity to find out more about the tour, access exclusive music content and apply for free tickets.

The Budweiser Live Project will also be supported by a range of other marketing activity including digital, social media, PR and experiential marketing.

Isabelle Maratier, AB InBev UK’s Senior Brand Manager for Budweiser commented: “We wanted to take our involvement with music to the next level this year and to recognise the people whose passion fuels it: the fans. The British talent we have on board for the Budweiser Live Project is truly incredible, and we can’t wait to see our bus out on the road, bringing these amazing music moments to fans across the country this autumn.”

All gigs will be open to individuals of 18 years or over and will be free of charge.