HOT 97 Summer Jam Presented by Bud Light
Sales Director at HOT97. Tari Bohnert was the direct contact with client, led brainstorm, collaborated on ideas and oversaw multiple teams internally throughout the execution of the campaign.
Bud Light wanted to reach into unknown territory in the tri-state area, where they had for years always been associated with the ‘suburban white male.' The alignment with Summer Jam allowed Bud Light to tap into the younger Hip Hop listener both within the African American communities and mainstream markets. They wanted to reach a new demographic between the ages of 21-34 building awareness among the demo and increasing beer sales by tapping into the venues they were going to for music and entertainment.
PROCESS & SOLUTION:
By aligning with Hip Hop’s largest and most exclusive concert event worldwide, HOT 97's Summer Jam, Bud Light was able to touch upon a new demographic as summertime choice brew and get in the hands of talent at one of the hottest events of the year. Through DJ battles, open mic, and onsite ticket giveaway events throughout the five boroughs, HOT 97 leveraged new venue relationships for Anheuser Busch. From the beginning to the end of Summer Jam’s integrated promotion, starting with a highly anticipated announcement in studio, Bud Light was front and center with everything aligning with the concert, artists, and HOT 97 DJ’s. Bud Light messaging was threaded between multi-media videos online, social media, on-air and onsite all over Giant’s Stadium.
Onsite VIP guests watched the show from the Bud Light Lounge while watching exclusive interviews with artists and performers through a glass DJ booth. Bud Light was the official beer of the evening in the lounge. Rememberable Summer Jam Performers were had by: Drake, Niki Minaj,Trey Songz, Ludacris, Mobb Deep, Juelz Santana, Gucci Mane, Fabulous, Talib Kweli, Hi-Tek, DJ Khalid, Usher, Busta Rhymes, Fat Joe, Rick Ross and Cam’ron.
That was only the beginning of a beautiful friendship between Summer Jam and Bud Light. The brand has been the official beer of the concert for six years.
Opened up the general sale of beer within the stadium which was prohibited throughout Summer Jam's history.
Anheuser Busch gained access into a new genre of venues across the tri-state.
Developed new relationships in key areas increasing beer sales among a new desireable audience by 40%.