Budweiser has announced a three-year, global partnership with Tomorrowland, one of the largest international electronic music festivals in the world, as part of their 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 join them for an epic journey as they travel to the festival and enjoy a series of new and unique music experiences once there.
Budweiser is uniting with Tomorrowland, one of the world’s largest electronic dance music festivals, to bring exclusive music experiences during the event that draws attendees from all over the world.
This partnership 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 has officially launched its collaboration with world-renowned Dutch DJ and producer Tiësto to give festival-goers incredible music experiences. This will include the release of an exclusive track by Tiësto feat. JAUZ called ‘Infected’ – inspired by the transformation for music lovers when they are immersed by the energy of experiences like Tomorrowland. The song will be released on all platforms on July 15 and will be 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 of its partnership with Tiësto, one of the world’s best known DJs1.
Andrew Goldstone, Tiësto’s manager, said: “When I began working with Tiësto, he made it clear to me that he wanted to be more ambitious and do bigger, culturally impactful things.
“By teaming up with Budweiser, which is a brand that has a long history within global music culture, we will be able to share Tiësto‘s music not only with the Tomorrowland festival-goers, but with fans worldwide in an exciting new way. We are really looking forward to his performance at Tomorrowland and we thank Budweiser for its strong and ongoing commitment to dance music.”
To support its partnership with Tomorrowland in the UK, Budweiser has run 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 host of incredible experiences at the festival.
In addition to this, Budweiser has 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 unforgettable parties and exciting opportunities for consumers to win a Tomorrowland weekend experience.
To make the campaign even bigger, Budweiser UK has also 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, said: “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 LDA consumers through one of this generation’s main passion points, music – focused on creating and providing experiences for consumers that deliver meaning and value to music lovers .