1. SONY MUSIC NASHVILLE + BUDWEISER“BIG COUNTRY CAMPAIGN” Liquor and Music Cross-Promotional Campaign

2. CLIENT:The Global Group Jason Yoong

3. Company Overview Multinational Conglomerate HQ in Los Angeles, CA Over 200 offices

4. Goal Combine Budweiser with music labels Arista Nashville and BNA Records Label Reach niche market of country music fans (brand extension) Launch “one of the best” campaigns ever

6. Past Budweiser campaigns:

7. Humorous ads such as “Real Men of Genius,” the “Bud-weis-er” frogs, and the “Whassup?” commercials.

8. Traditional ads such as the Clydesdale horses

9. Country Music Singers:

11. DAVID OSHMAN Account Director AGENCY:The Inebrius Group

12. Product Category We are promoting two products in conjunction with one another: One being a new brand of beer known as the Budweiser Big Country Brew The second being a compilation country music album known as the Big Country Album

13. Uniqueness of Big Country Campaign Between the two products, we are appealing to both fans of country music and Budweiser beer brands and the ideals and values that are shared between the two

14. Parent Companies This cross-promotional campaign will be sponsored jointly by Anheuser-Bush InBev NV/SA (the owners of Budweiser) and Sony Music Entertainment

15. Anheuser-Busch InBev The largest global brewer with a nearly 25% global market share Anheuser-Busch (Budweiser) itself has a market share in the U.S. of 50.9% of all beers sold Anheuser-Busch has net quarterly sales of around $4 billion Budweiser is well known for both humorous (“Whassup” campaign) and symbolic (Clydesdale campaigns) advertising In recent years, Budweiser has been increasing its brand with new products such as Budweiser American Ale and Bud Light Golden Wheat

16. Sony Music Entertainment The 2nd largest global recorded music company and controlled by Sony Corporation of America One of SME’s main operating divisions is Sony Music Nashville which houses the country music labels Arista Nashville and BNA Records whose artists will be used for the campaign Arista Nashville is made up of artists including Alan Jackson, Brooks & Dunn, Brad Paisley and Carrie Underwood BNA Records is made up of artists including Kenny Chesney and Kellie Pickler

17. Competition The Budweiser Big Country Brew will face competition from MillerCoors LLC (owners of the Miller and Coors Brewing Companies and all of their subsidiaries such as Blue Moon) and from local microbreweries The Sony Music Nashville sponsored Big Country Album will face competition from the other three major labels – Universal Music Group, Warner Music Group and EMI – and their country music divisions

18. Balancing the Client’s Wishes with Creative’s Ideas The client was looking for a campaign that would cross-promote their new Budweiser beer brand along with a Sony Music Nashville country album and focus on the values represented by Budweiser and Sony’s country music artists Creative came up with the idea of labeling both under the Big Country brand (creating the Budweiser Big Country Brew and Sony’s Big Country Album) and structuring the campaign around “country ideals” and culminating in a co-sponsorship of the 2010 Country Music Awards

19. Past Campaigns The Big Country campaign will hearken back to the recent Budweiser American Ale and Bud Light Golden Wheat campaigns The Budweiser American Ale campaign focused on equating American values and the use of local American high-quality ingredients in the product which we plan to emulate The Bud Light Golden Wheat campaign, starting this past October with a budget of $30 million (similar to what we plan to use), bought out all of the advertisements and become the single sponsor for an episode of Saturday Night Live which we will follow by acting as the single sponsor of the 2010 Country Music Awards Anheuser-Busch InBev is currently running a contest in China for viewers to create their campaign for the coming Chinese New Year The Big Country campaign involves a similar user-generated contest with the winner being feature in both commercials and on the Big Country Album

20. Advertising Regulations Alcohol advertisements can only be placed in media where 70% of the audience is over the legal drinking age The creative messages cannot be designed to appeal to people under the age of 21 Cannot promote brands based on alcohol content or its effects Cannot encourage irresponsible drinking

21. Becca Fischer RESEARCH

22. Why the beer market?

24. Most patriotic people were from the East Coast and the Midwest

26. CMA Awards 2009 CMA Awards had a record 16.8 million viewers Highest number of adult viewers 18 – 34 in the past five years Dominated every ratings demographic

28. The single was released on a special version of Rascal Flatts’ new album Unstoppable.

29. Rascal Flatts wore American Living apparel in performances and sold special merchandise from the line at their concerts.

31. Brainstorming Mental Map

32. Concept “Big Country” American Cowboy Brew Pride Tone: Patriotic American flag Red, white and blue Cowboys, images of the Old West

34. Carrie Underwood

35. Alan Jackson

36. Brooks & Dunn

37. Brad Paisley

38. Kenny Chesney

39. Not one specific “country” beer

40. Clearly defined target market

41. Consumer should take pride in their drink

43. Potential Taglines, etc. The Great American Lager for the Great American. Big Country Brew for the red, white and blue. As American as your cowboy boots. Take pride in your brew. Take pride in your country Big on flavor. Big on country. Only in America.

44. Ad Example

46. Label Example

47. CD Example

48. Blair Bartlett MEDIA

50. Blender

51. Rolling Stones

52. Billboard

53. Country Magazine

54. Outdoor

55. Outdoor Life

56. Hunting Magazine

58. VH1

59. CMT

60. TLC

63. Augmented Reality

64. Launch Party-CMAs and other Country Music Festivals

67. Example: Facebook Fan Page

68. Example: YouTube Contest

69. Eric Dressler CULTURE JAMMING

70. Who We Are, What They’re Doing Christian Representatives of Associated Zealous Youth Budweiser’s promotion of underage drinking Carrie Underwood + Brad Paisley = YOUNGER demographic

71. The Plan RESULT: Media attention/awareness

72. CLIENT REACTION