Budweiser is joining forces with Facebook and VICE to launch a custom content platform as an extension of the brand’s Made for Music campaign, which kicked off earlier last week, in an effort to connect fans with Budweiser through music.
The platform will tout custom-tailored, behind-the-scenes videos and photos of musicians and bands from around the globe. Through a series of six different content franchises, Budweiser will turn the spotlight on successful artists — along with those still trying to become household names.
“Facebook introduced us to VICE because as a brand, we’re trying to become better storytellers,” Kathy Sattler, the global marketing director for Budweiser, told Mashable. “Facebook’s platform is a really important channel for us to connect globally with our 10 million fans. And VICE is pretty much the leader in high-quality, compelling online video.”
Sattler said that the featured artists will be globally relevant and locally sourced, and that the videos and photos will be distributed through all of Budweiser’s major and rising global markets.
The six franchises include:
“Made Me,” which will feature successful artists and examine the story behind a specific track;
“Turning Points,” which will explore pivotal moments in artists’ careers;
“Made In a Minute,” which will summarize artists’ journeys in 60 seconds;
“Gig Posters,” which will spotlight a series of posters that represent each artist’s story using stylized images and quotes;
“I’m With the Band,” which will shed light on the experience of being on the road with the artists;
“Newsroom,” which will go behind the scenes at Budweiser’s Made in America festival, the culmination of the content platform.
“We’ve crisscrossed the globe to cover the remarkable career stories of today’s most talented artists,” said Jonathan Hunt, global marketing director at VICE. “The Budweiser Made for Music program is the ideal venue for this video content, giving music fans the world over a captivating glimpse into the lives, creative processes and turning points of these musicians.”
Facebook will act as the primary distribution platform for Made for Music, and all of the content franchises will be collected and organized via a Canvas application on Budweiser’s page.
“Budweiser’s Made for Music program will thrive in the Facebook News Feed because it was designed to be high quality, fun to consume and meant to be enjoyed with friends, just like the product itself,” said Keenan Pridmore, creative strategist at Facebook.
The initial wave of content will feature artists slated to perform at the upcoming Budweiser Made in America festival, Sattler said, including Phoenix, Empire of the Sun, Fitz and the Tantrums, AlunaGeorge and Haim. After the festival, the brand will extend the program through October featuring rising artists in Budweiser markets across the globe.