In 2023, events and celebrations are making a comeback, and young people are on an emotional high, eager to experience the excitement of concerts and live events once again after two years of restrictions. However, 2023 brings with it a new set of challenges for them. With tickets selling out in a flash, high inflation, and skyrocketing prices, it is becoming increasingly difficult for them to attend all the events they want.

Budweiser, the beer that has always been committed to bringing fans closer to their favorite artists, is determined to find a solution. We understand the importance of live events and the joy they bring, which is why we are committed to finding innovative ways to make them accessible to everyone. And aim for specific goals:

- Increase beer sales at direct-to-consumer platforms: +80%

- Increase brand power: +6%

- Reach at least 30 million people through earned media.

The music industry has always been about bringing fans closer to their favorite artists through meet and greets, autograph signings, and backstage access. But what about the unseen world of rehearsals? No one has ever tapped into this before, until now. Introducing #PRECONCERTBUD, the idea that turns artists' rehearsals into epic concerts for true fans.

With #PRECONCERTBUD, fans can now experience exclusive brand experiences at the biggest music festivals in the country, like Estéreo Picnic and La Solar. By purchasing Budweiser and registering on the platform, fans can win tickets to pre-concerts featuring renowned urban artists such as Ryan Castro (Spotify's top 3 in Colombia, revelation artist heat Latin Music Awards, and top male artist Billboard-Premios Juventud), Vigal, and Clandes. These artists connect with their fans in a way they never imagined possible since a concert could have 40K+ attendees, while a Preconcert: 20.

Our core audiences, men and women between 18 and 35 years old, crave high-energy occasions like concerts and festivals. But with inflation and the dollar at an all-time high, attending these events has never been more expensive.

So, Budweiser, the brand that connects fans with their favorite artists, aimed to do it like never before. By doing something totally different from the music industry and bringing fans and artists together in a space that was once only used for technical matters: THE REHEARSALS. By doing this, we're providing fans with a unique and unforgettable experience that they won't find anywhere else.

We made them say goodbye to the stress of trying to get expensive concert tickets and say hello to a new way of experiencing their favorite artists, joining us and discovering what it means to be next to their favorite artists in a way they never thought possible.

Everything started with a mind-blowing collaboration with three of the most talented urban artists in Colombia: Ryan Castro, Clandes, and Vigal. These artists have taken the Colombian music scene by storm, with accolades including Spotify's top 3 in Colombia, BudX Records' 2021 winner, revelation artist Heat Latin Music Awards, and top male artist Billboard-Premios Juventud.

To launch this incredible partnership, we invited music lovers to register at preconcertbud.com after buying Budweiser and showcasing their knowledge of the artists. Winners were then treated to a once-in-a-lifetime experience, where they got to witness the artists' rehearsals from an exclusive spot just two meters away from the stage.

Our #PreConcerts have revolutionized the way fans and artists connect in private concerts. By offering true fans a unique spot on the country's biggest stages, we have created an experience that truly immerses them in the music, celebrating this groundbreaking collaboration with such great artists.

Fans were able to experience the raw energy of their favorite artists at their rehearsals, and they loved it! From Ryan Castro, Spotify's top 3 artist, to renowned urban artists like Vigal and Clandes, #PRECONCERTBUD provided an intimate and unforgettable experience for fans that brought great results:

+7X e-commerce sales growth

+15% increase in brand power (the highest ever)

+40 million people reached through earned media.

+1 million USD in free press