Branded music platforms in the United States are quickly becoming a sea of sameness. At best, a music platform usually means little more than signage and spokespeople. At worst, they become exercises in corporate altar building that patronize consumers and threaten artists’ credibility. For Budweiser, the challenge was to develop a holistic platform that used music to facilitate a meaningful relationship between the brand and the content in order to engage consumers organically. Where most music platforms ride culture’s coattails, Budweiser Made in America was designed to move culture forward. Rather than taking the traditional path of buying access to consumers through artists and events, Budweiser Made in America creates culture through a distinct point of view and a powerful brand mission - to establish Budweiser as the champion for the coming together of a generation using the language and landscape of music as a powerful analogy for their passions, spirit, diversity, and contribution to our nation.

To connect with our diverse, coming-of-age audience, we sought to contemporize Budweiser’s image and message, while reestablishing the brand’s preeminence in the cluttered landscape of branded music experiences.

We created a unifying platform to celebrate the new Americana through the universal language of music: Budweiser Made in America. With a two-day festival as cornerstone, Budweiser Made in America is more than a name - it is a rallying cry, badge of honor, and commitment to creating a new Americana that more authentically reflects today’s world, and more inclusively calls the next generation of Budweiser drinkers to action.

Budweiser Made in America revitalized the brand by celebrating the diversity of a generation through music.

- Announcement garnered 600m+ earned PR impressions.

- 'Makers of Tomorrow' TVC generated 1,500% increase in social chatter for Budweiser, more than any brand during 2012 Summer Olympics.

- 90,000+ attended the festival and 1.3m+ viewers livestreamed from home.

- Trended worldwide, yielding 200,000+ social conversations and 1.19m new Facebook fans for Budweiser.

Festival raised $700,000 for the United Way and was fully embraced by the city of Philadelphia, and Academy Award-winning director Ron Howard is making a documentary about Budweiser Made in America for release in 2013.