Budweiser has announced a three-year global partnership with Belgian festival Tomorrowland, one of the largest international electronic music festivals in the world, as part of the beer brand’s collaboration with iconic Dutch DJ and producer Tiësto.
For its UK summer campaign, Budweiser is taking some lucky fans on an exclusive Journey to Tomorrowland – giving them the opportunity to travel to the festival and enjoy a series of new and unique music experiences once there.
The partnerships with Tomorrowland and Tiësto will bring to life Budweiser’s ambition to shape the future of music and bring people together through authentic and unique events, performances and promotions for music lovers.
Budweiser’s collaboration with Tiësto will include the release of an exclusive track by Tiësto feat. JAUZ called ‘Infected’, inspired by the transformation music lovers go through when they are immersed by the energy of experiences like Tomorrowland.
The song was released on all platforms on July 15th 2016 and is being accompanied by an original music video to be released in the days leading up to the festival. The production of the track marks Budweiser’s second year for its partnership with Tiësto, one of the world’s best known DJs.
To support its partnership with Tomorrowland in the UK, Budweiser has been running a nationwide competition through its online portal and press promotions, offering music lovers the chance to join the Budweiser tour bus as it journeys to Tomorrowland.
Budweiser guests will experience the festival at its most magical, including travelling to the festival on the Budweiser bus, staying in DreamLodge accommodation in the DreamVille area, and enjoying a range of experiences at the festival.
Budweiser has also been bringing a taste of Tomorrowland to music-loving university students across the UK, using a bespoke festival shipping container. Throughout May and June the mobile festival experience travelled to a series of key university campuses hosting parties and exciting opportunities for consumers to win a Tomorrowland weekend experience.
To make the campaign even bigger, Budweiser UK joined forces with leading music publication NME to launch a multi-platform partnership across social media, digital, mobile and print, including a four-page cover wrap. NME will join the Journey to Tomorrowland tour bus and document behind-the-scenes footage of the incredible journey and music experience – ensuring fans that can’t make the festival still get to experience the power of Tomorrowland.
Steph Okell, Marketing Manager, Budweiser UK, says: “We’re thrilled to partner with Tomorrowland, one of the leading electronic music festivals, as they create unprecedented music experiences for the fans around the world. Whether it’s opening up access to new music from their favourite DJ, money-can’t-buy experiences or simply elevating their Budweiser experience – we are focused on creating truly unforgettable, meaningful experiences, exclusively for our fans. Budweiser believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe.”
Budweiser’s sponsorship of Tomorrowland is reflective of its ambition to connect more deeply with millennial consumers of Legal Drinking Age through one of this generation’s main passion points, music.
More information can be found at www.budweiser.co.uk/tomorrowland.
The Tomorrowland festival takes place over three days in Boom, Belgium from July 22nd to July 24th 2016. Headline acts include Deadmau5 & Eric Prydz, Axwell & Ingrosso, Tiësto, Dimitri Vegas & Like Mike, Martin Garrix and The Chainsmokers.
Budweiser’s owner, Anheuser-Busch InBev, is a Brazillian-Belgian multinational brewing giant headquartered in Leuven in Belgium. Its portfolio of more than 200 brands includes international beers such as Budweiser, Corona, Stella Artois and Beck’s.