As the largest beer company in the world, Anheuser Busch strives to bring people together over a beer, seltzer, or ready to drink cocktail in ways that are culturally relevant and meaningful to the people they wish to serve.
Anheuser-Bush’s Hispanic consumers are the only key beer audience growing, and Cinco De Mayo a key selling occasion with many Anheuser-Busch brands and channels that were already planning programs and/or executions for this occasion in the spring of 2021. But, with the Covid 19 pandemic stretching into its second year and social distancing limiting time spent with friends and family, Anheuser-Busch looked for innovative ways to bring people together to celebrate, through entertaining and relevant content, in a way that was fun and safe for everyone during an occasion that’s celebrated as the kick-off to summer.
Rather than building programs separately, Anheuser-Bush saw an opportunity for a company-wide portfolio to build a meaningful program for Hispanic consumers during an occasion traditionally celebrated by Gringos. Together they wanted to make Cinco De Mayo an actual moment to celebrate the Hispanic community.
So, to challenge the convention that Cinco de Mayo is a gringo holiday, Anheuser-Busch and its family of brands created Anheuser-Busch Reventón de Verano, the first pandemic-time hybrid live stream concert specifically for the Hispanic market. Through the activation of a 360-degree, portfolio-wide initiative Anheuser-Busch Reventón de Verano celebrated real Hispanic culture for everyone to enjoy.
Kicking off the campaign were 6,800 POCM orders that resulted in over 1,800 executions at key retailers including HEB, Publix, Kroger, Texas Hispanic Chains, Independents, etc. all aimed at driving stock-up before the show and driving awareness for tune-in. Followed by digital and social promotion via artist and brand channels, E-comm partnerships with DRIZLY and Instacart, radio buys and influencer unboxings that drove consumers to a branded interactive website to drive RSVPs and AB’s MyCooler.com sign ups. A partnership with 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.
The 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 and Multi-Media Public Figure, while over 14 million consumers viewed online and over 2,400 fellow fans joined and tuned in at their local on-premise accounts. All together to enjoy a record-breaking event that included epic performances from Anheuser-Bush’s portfolio of A-list musical and celebrity partners including:
Michelob ULTRA Pure Gold and global superstar Maluma, that showcased his musical evolution with a first-time performance from his latest album, #7DJ, against the backdrop of Federico Uribe’s latest gallery installation in Miami. Joining Maluma were Charly Black, Justin Quiles and Lenny Tavárez.
Presidente joined multi-platinum award-winning artist, Prince Royce as he headed back to his Bronx, New York roots and took viewers through an intimate Bachata performance in his home borough.
Bud Light Seltzer brought their Sessions back with a takeover by superstar Myke Towers, a multiple Latin American Music Awards nominee including, "New Artist of the Year." Myke performed from his home island of Puerto Rico at the historic site, Fortín San Gerónimo.
Michelob ULTRA Pure Golden Hour Sessions featured singer, songwriter, actress and activist, Becky G in her hometown of Inglewood, CA.
Eva Longoria was joined for a special performance by Leslie Grace and guest appearances by Wilmer Valderrama and Karen Gonzalez during a Stella Artois Session, where she shared some of her favorite culinary recipes.
Cutwater and Chilean singer-songwriter and Latin GRAMMY Award-winning artist Mon Laferte performed during the “Cut Out with Cutwater” segment from a rooftop overlooking Los Angeles city skyline at sunset.
And rising Mexican singer-songwriter Sofia Reyes curated a one-of-a-kind backyard musical performance with Estrella Jalisco alongside legendary Mariachi singer, Lupita Infante and the world's first LGBTQ mariachi band, Mariachi Arcoiris de Los Angeles.
Reventón de Verano surpassed all its brand expectations with 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.
Attracting new consumers, Anheuser-Busch Reventón de Verano collected over 44K Gold+ Data Records with 1,871 POC’s (goal: 1.5K) samples executed in the off-premise.
It was the most successful Latin music livestream in 2021! That set the tone of a portfolio-wide collaboration while authentically celebrating Hispanic culture together, in-person with AB’s full brand portfolio of brands.
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