Bud Light Canada has partnered with Electronic Nation Canada for the Bud Light Digital Dreams Music Festival and Bud Light Brrrrr! Festival.
“It’s a passion point for millennials; it’s all about the culture and the experience,” said Todd Allen, brand director for Bud Light, adding the festival draws 19- to 29-year-olds.
More than 80,000 people are expected to attend Bud Light Digital Dreams, which runs June 28 and 29 in Toronto’s Ontario Place. It’s the festival’s third year. “Right now Bud Light is really getting into the younger side of the market, and with the growth of electronic music over the last few years and the movement of the younger audience into this genre, on their side of things it makes a lot of sense to come on board for an event like this,” said Mark Russell, marketing manager for Electronic Nation Canada.
Bud Light has done other electronic dance music events before, including the white-themed dance party Bud Light Sensation in Toronto last year.
At Digital Dreams, festivalgoers can load money onto a wristband radio-frequency identification (RFID) system, and attach their social media accounts to it. The system allows them to use their wristbands to get into the venue and buy food, drinks and merchandise. It also offers “enormous potential in marketing,” said Russell.
“We’re looking at things like photo stations that allow fans to take a picture, and you can post that to social media, and ways for our sponsors to interact with our fans, like instant contests where you go check into an area to win VIP upgrades, merchandise and more,” he said.
Electronic Nation is advertising the event through print, radio and billboard ads that are focused in the Greater Toronto Area and Southwestern Ontario, and creating marketing materials with the help of Toronto agency Pulp & Fibre. It’s also looking for coverage on music blogs, and reaching fans directly through Facebook, Instagram and Twitter. The Siren Group is handling PR.
Bud Light will promote the event through its partnership with Vice, as well as other groups. Allen said they will have a heavy digital focus, and will be “involving our inter-agency team” – Anomaly, Mosaic, and UM – but the planning is still in development.