This story appears in the April/May 2016 issue of strategy.

Silver: Partnering

When it was announced that iconic rock band Metallica would open the new music venue Centre Videotron in Quebec City, Budweiser saw an opportunity to participate in the historic event and create a show that would live beyond the encore.

Budweiser produced a limited run of Budweiser beer inspired by Metallica’s music and energy. The signature red and white Budweiser can was transformed into Metallica black and silver, and featured the Metallica logo and iconic lightning bolts (an homage to the band’s 1984 album, Ride the Lightning). It also hosted a grand opening tailgate party for 5,000 fans, who were invited to autograph a branded tanker containing the new brew.

The Metallica beer later made its way to a local brewery where only 91,750 cases were produced and made available in the Quebec market. For the two weeks before the product arrived on shelves, Budweiser created anticipation through social media. Each limited edition case came with a certificate of authenticity and the chance to find Metallica-autographed cans inside. One store completely sold out in less than an hour.

Credits

Advertiser | Labatt Breweries of Canada – Budweiser
Senior Brand Manager | Maria Acevedo
Brand Manager | Natalie Starszyk
Senior National Brand Activation Manager | Kirsten Beattie
Assistant Brand Activation Manager: Lindsay Mulligan
Creative Agency | Anomaly
Chief Creative Officer | Mike Byrne
ECD | Pete Breton
ACD | Craig McIntosh, Jaimes Zentil
Senior Designer | Andy Slater
Senior Integrated Producer | Christine Stephens
Executive Business Director | Candace Borland
Account Director | Matt Holton
Account Executive | Pat Martini
Shopper Agency | Hunter Straker
Senior Creative Director | Milan Sukanda
Art Director | Boban Stojanovski
Senior Account Director | Julie Dunning
Account Manager | Mandi Courteau
XM Agency | Mosaic
Senior Account Manager | Kait Wilson
Account Director | Brett Moon