Budweiser
Made In America

Sponsored by Budweiser, Made in America 2015 was an upcoming music festival to be held in the United States. We were tasked with coming up with a competition that would both give away tickets to some lucky fans, but also drive purchase in store too. To make this a more relevant brand experience for Budweiser it was critical that we didn’t just run an on-pack promotion that gave away the prize.

Our creative strategy was to embrace music and the Made In America artists - something deeply relevant to both Bud and our target demo. We invited fans to select which artists they love most from the Made In America artist lineup to help us learn more about their taste profile. From this, we could develop a deep understanding of what music each of our entrants love and what they listen to.

By integrating with Spotify’s API (a first at the time), we were able to generate a custom playlist for each entrant direct to their Spotify account based on their artist selections. This could be listened to, shared and customised just like any other playlist on Spotify. Each bespoke Made in America Spotify playlist we generated was a reminder to fans that Budweiser loves music as much as them.

Along with their bespoke playlist, entrants would receive a discount code for Bud and a chance to win an all-expenses paid trip to Made In America to see their favoured artists in the flesh.