In the spring of 2021, with the Covid-19 pandemic stretching into its second year and social distancing limiting time spent with friends and family, consumers were still not comfortable being back in large gatherings. Yet, they were clamoring for togetherness and the excitement that usually comes with the kickoff to Summer.

Anheuser-Busch was looking for innovative ways to bring people together to celebrate in a way that was fun and safe for everyone. With many AB brands already planning programs and/or executions for Cinco De Mayo, there was an opportunity for the AB portfolio to build a big, more meaningful multi-brand program together for Hispanic consumers. But, Cinco De Mayo is occasion traditionally celebrated by Gringos – non-Hispanic consumers.

The objective: to create a Cinco De Mayo experience that authentically celebrates the Hispanic community and brings them together safely.

To challenge the convention of Cinco de Mayo being a gringo holiday, Anheuser-Busch created Reventón de Verano, the first pandemic-time hybrid live stream concert experience for the Hispanic market. Through the activation of a 360-degree, portfolio-wide initiative geared towards the Hispanic consumer, Anheuser-Busch Reventón de Verano, celebrated real Hispanic culture, with something for everyone.

This virtual hybrid-concert brought together a small live crowd that was hosted by Lele Pons, Venezuelan American global entertainer and AJ Ramos, Latin Music and Culture Power Player. 14 million consumers viewed online, and 2,400 fans tuned in at local accounts. This record-breaking event included epic performances from AB’s portfolio of A-list musical and celebrity partners.

Anheuser-Busch knows winning a disproportionate number of drinking occasions on one of the biggest drinking days of the year is vital for their brands’ velocity. According to Nielsen sales data, up to $600 million worth of beer can be sold on Cinco De Mayo, a holiday that can outsell St. Patrick's and even the Superbowl.

However, Anheuser-Busch also identified a big problem: many of their desired 21-35 Hispanic consumers, the only key beer audience that is growing, reported being disenchanted with how Cinco de Mayo had lost its meaning. The holiday had become a reason to party vs. a reason to celebrate Hispanic culture.

Anheuser-Busch saw the desire among the important Hispanic market to reclaim Cinco de Mayo as a vibrant and exciting celebration of Hispanic culture and music to truly mean something to this audience seeking unique experiences to get together with friends and family, not just drinking occasions.

Using advanced technology and first-ever media partnerships, Anheuser-Busch created a new way for Hispanic audiences to celebrate Cinco de Mayo. Reventón de Verano was the first virtual hybrid live-stream concert experience celebrating Hispanic culture.

To kick off 1,800+ retail executions drove stock-up and awareness for tune-in. Digital and social promotion via artists and brand channels, e-comm partnerships with DRIZLY and Instacart, radio buys and influencer unboxings all drove consumers to a branded interactive website to RSVP through AB’s loyalty program at MyCooler.com. In partnership UFORIA (Univision’s music arm) created an authentic way to reach Hispanic consumers via radio and socials and was the first-ever promotional and distribution partnership with Univision for AB.

Reventón De Verano live-stream experience featured multiple performances in multiple locations. Small crowds sat with hosts Lele Pons, Venezuelan-American entertainer and AJ Ramo, Latin Culture Power Player as they introduced artists superstars Maluma, Becky G and Eva Longoria.

Reventón de Verano surpassed all its brand expectations in every metric. It was the most successful livestream in 2021, garnering 14MM Total Views (goal: 10MM), a Net Performance Score of 74.5% (goal: 50%) while receiving love from the Hispanic media that garnered an impressive 146MM digital/social impressions, 51K social mentions, and 125.5 MM PR impressions. The experience attracted new consumers with over 44K Gold+ Data Records with 1,871 POC’s (goal: 1.5K) samples executed in the off-premise.