When we learned Lady Gaga’s new album would be a drastic departure from her larger-than-life persona, that this album had a “raw, unfiltered” sound to it, we knew there was something special there. This was a chance to reintroduce the world to a global icon in a way that felt completely different from what fans expected. Instead of the overly produced, polished stadium tour, we would take this new, raw and unfiltered Lady Gaga on a dive bar tour across the country––authentic to the ethos of her album, as well as to where artists such as Gaga get their starts, and to the real places so many of our drinkers have Bud Lights together. We also live-streamed the shows via Facebook Live to millions watching at home. It was a massive leap for the FB Live platform: No major artist had ever released new music in such a way before.

We were bringing Gaga into such small, intimate places, which was an amazing experience for the few lucky fans (around 100 for each show) who got to attend. To bring these performances to the masses, we partnered with Facebook Live to stream all three shows on their platform. This gave us a platform that not only gave us massive reach, but one that let us interact with fans in real-time as they watched the show. The actual live show production was expensive––we had four HD cameras, two of which were handheld, and two iPhone cameras, giving us six different POVs contributing to the live show. Overall, our shows garnered over six million live views.

We delivered record-breaking reach throughout the tour, with more than 2.3 billion media impressions and nearly 2,000 stories. Consumer engagement extended beyond the dive bars through Facebook Live streams, drawing an audience of 6,000,000+ nationwide, 9,621% more viewers than a typical three-day arena tour. More importantly, it positioned Bud Light, and its role in music, in a new and ownable space––a space where we don’t just put our logo on tours or festivals, but where we also partner with specific artists and work with them to develop a truly unique program that only Bud Light can deliver.