BUDWEISER
MADE IN AMERICA
When Budweiser and Roc Nation joined forces, we created a music festival that lived in two cities at once. Los Angeles and Philadelphia connected by sound, vision, and cold beer.
We built a true cultural moment. Jay-Z personally selecting the lineup. Eighty thousand people moving through festival grounds on both coasts. Music became the bridge between cities, between communities, between a heritage beer brand and a new generation of drinkers.
Every touchpoint was considered. Social strategies that kept conversations going. Digital campaigns that built anticipation. TV spots that captured the energy. Billboards that couldn't be missed. Product sampling that put Budweiser in hand after hand. A retail presence that turned liquor stores into festival outposts. Content that turned two days of music into months of engagement. America's beer could connect with America's music in a way that felt authentic to both.
