Budweiser’s brand objectives were to grow affinity with 21-35 multicultural consumers. To do that, Budweiser wanted to test interest in expanding their local artist can series, specifically The Notorious B.I.G, into events for future iterations and collect data via RSVPs.

With Biggie being from Brooklyn, and NYC, a key city in the brand’s focus region (the Northeast), it was critical to do something that would resonate with their local consumers (21-35 Multi-Cultural). With the added fact that he was the first artist the brand featured who was deceased meant Budweiser had to ensure they honored his legacy in the most authentic way possible.

Budweiser “The King of Beers”, sought out to bring the whole of Brooklyn together in a once in a lifetime in-person celebration to honor The King of Hip-Hop, The One and Only…The Notorious B.I.G.

As a celebration and full expression of Brooklyn New York’s unique style and flavor, Budweiser’s Presents Celebrate Biggie was a concert as well as a once in a lifetime consumer experience that joined the city together through engaging local artist installations, one-of-a-kind capsule collections, and pairing Budweiser with neighborhood and festival favorites like Blue's Roadside, Jamrock Jerk, and Gordo's Cantina for all who attended to enjoy. Guests who could not attend in-person enjoyed the show virtually while showing excitement for the collaboration through online sales of the can, merch and other Anheuser-Bush products.

As part of their strategic approach to artist series partnerships, Budweiser wanted to identify top-tier, home-grown talent and use RSVP driving media to support. The Notorious B.I.G. grew up in Brooklyn, a place made up of hardworking, passionate people with grit and a strong sense of loyalty to their community. To connect with the people of Brooklyn, Budweiser attached its similar values of heritage, legacy, and commitment to the same values his Brooklyn neighborhood holds.

Partnering with Biggie’s mother Voletta Wallace and the Christopher Wallace Estate, Budweiser decided to pre-launch a custom Biggie x Budweiser 25 oz artist can that promoted its community-first event, free to the public with just an RSVP. By partnering with The Notorious B.I.G, Budweiser could take their artist can series to the next level as Biggie was and still is the most iconic artist featured on their cans to date.

On August 19th, 2021, Celebrate Biggie was born, an epic in-person concert hosted live from Prospect Park by Radio Hall famer, Latina rapper & actress Angie Martinez that included legendary performances by some of B.I.G.’s most influential friends, family, and Brooklyn natives such as: Busta Rhymes, Lil Kim & Junior M.A.F.I.A, The Lox, DJ Enuff, DJ Stretch Armstrong, DJ Steph Cakes. Brining together the most authentic roots of hip-hop, rap, and musical contemporaries Biggie’s legacy helped to define.

Plus, Biggie x Budweiser’s 25oz artist can energized and empowered Brooklyn locals to buy Budweiser while proudly associating themselves with the brand.

Celebrate Biggie’s concert led strong performance and excitement from media and consumers alike attracting 71.4 million earned PR & 8.9 million social impressions, and 56K social mentions that made Celebrate Biggie the No. 6 top social mentions driving program in 2021 for Budweiser. A huge brand success that achieved over $36 thousand Product/Merch sales, 4.4 thousand product samples and reached new consumers with over 31 thousand data records collected. Additionally, 20K fans RSVP’d on-site for a sold-out concert that only held 7K; a success attributed to Budweiser’s creative 360-campaign that drove significant buzz and sales prior to the event.