Bud Light has been throwing great parties for years, but the brand struggled to translate the experience into entertaining content for those who weren’t in attendance. To reach music fans and build brand affinity, Bud Light knew the content of the House Party Tour needed to be highly entertaining and completely different than any type of music content out there.

The Bud Light House Party Tour brought music fans closer to their favourite artists by taking some of the biggest musicians across genres from sold-out stadiums to play packed house parties. For fans who couldn’t make it to the house party, we brought them closer to the music they love with behind-the-scenes branded content, inspired by the most-engaging docu-style videos, that showed a different side of their favourite artists. Bud Light also promoted a live-stream broadcast of the House Party Tour on Facebook and Twitter.

The music space is crowded with brands trying to associate themselves with artists, venues, festivals and popular content. To break through the clutter and build credibility in the music space, Bud Light had to do more than just be a sponsor of the music industry. The strategy was to create our own proprietary music tour that brought big-name artists back to where their music careers started – the house party. The intimate, live shows were then turned into a content factory for the brand, so that music fans across the country could experience the house party tour on their own terms through docu-style videos and a live-stream broadcast on social media.

Bud Light put out a three-part, mini-documentary series for the Bud Light House Party Tour. Each episode was 2.5 minutes and dedicated to one of the headlining acts: Ty Dolla $ign, French Montana or Nervo. Bud Light worked closely with each artist to curate content that featured exclusive interviews in which they talked about what music and house parties mean to them. The episodes featured clips from these interviews as well as performance footage from their house party. Bud Light also live-streamed the

performances to over a half a million fans on Twitter and Facebook.

The effectiveness of Ty Dolla $ign’s content on the Bud Light House Party Tour far surpassed benchmarks. As a result, Bud Light saw a six-point increase in purchase intent, significant increases in brand affinity and the highest-ever volume of sales and share of market nationally during the campaign period. Videos posted on social media received over five million views, with nearly half of the viewers watching the entire thing. The content was so entertaining that fans shared it with their friends at twice the rate of the industry benchmark for social media.