Budweiser is an American icon with a rich heritage that spans generations. However, the “America” that Budweiser evokes for Millennials doesn’t reflect their reality, and, in turn, they don’t think Budweiser is for them. In fact, between the ages of 21 and 27, only 1 in 3 Americans ever taste Budweiser.

To truly connect with young adults, 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 cultural movement to celebrate the new Americana through the universal language of music: Budweiser Made in America. With a two-day music festival as its cornerstone and JAY Z as the curator, Budweiser Made in America is a rallying cry, badge of honor, and commitment to 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 reintroduced the brand to Millennials by celebrating the diversity of a generation through music. The results prove the strength of Budweiser’s new, ownable platform:

-Announcement garnered more than 600 Million earned PR impressions worldwide.

-"Makers of Tomorrow” television ad generated a 1,500% increase in social media chatter for Budweiser - more than any other brand’s ad televised during the 2012 London Olympics.

-Over 90,000 fans attended the two-day music festival in Philadelphia.

-Over 1.3 Million viewers livestreamed the festival. (160% above goal)

-Budweiser Made in America trended worldwide, yielding over 200,000 social conversations and 1.19 Million new Facebook fans for Budweiser.

Beyond metrics, Budweiser Made in America 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 national release in 2013.

Only a game-changing branded cultural movement would shift a generation’s mindset. We seeded the movement with a video on JAY Z’s Life+Times blog, resolving in the phrase Made in America. The phrase, trademarked by Budweiser but never leveraged by the brand, spurred a wildfire of rumors and anticipation.

During the 2012 Summer Olympics Opening Ceremony, the “Makers of Tomorrow” TV spot introduced Budweiser’s mission to the world and announced the two-day festival.

Engagement was driven across channels with print and digital campaigns spreading awareness. Social media drove conversation and user-generated content like the R/W/B Project, which had artists submitting their interpretation of the American flag. The platform came to life in major markets with city-specific events, such as “Made in Chicago.”

When Labor Day weekend arrived, 90,000 people attended the festival in Philadelphia, PA, and Budweiser Made in America set the new standard for consumers’ relationship with an iconic brand.