Argentina’s best selling beer brand once again sponsors the most important rock festival in Argentina: Quilmes Rock.
The festival kicks off this mid May and features big names ranging from international musicians like The Flaming Lips and Jack Johnson to local stars such as Babasónicos and Bersuit Vergarabat.
This year’s campaign, by Young & Rubicam Argentina, operates under the ‘Where rock encounters the best audience in the world’ tagline. The work includes three TV spots, radio ads, print executions, outdoor billboards and a slew of online platforms including Facebook, Twitter and a YouTube Channel.
Other aspects of the sponsorship include free ticket draws, a Facebook-based battle-of-the-bands contest and streaming live gig videos.
Comments:
Backing live festivals certainly fits in with the beer brand’s umbrella communication idea – ‘The Taste Of Encounter’.
Social media enables the brand to build relationships and engage with younger audiences and offer fans live updates relating to the festival activities and its own messaging too. The work seems to be popular, with 600,000 Likes on their 2011 Facebook page.
Links:
http://www.youtube.com/watch?v=HySeJt_3vFM&feature=player_embedded
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