Dutch DJ Tiësto has created an original song and music video for drinks maker AB InBev to mark its partnership with Tomorrowland, one of the world’s largest electronic music festivals.
It forms part of AB InBev’s global and cross-brand ‘Infected by Music’ campaign – created by W+K Amsterdam – which aims to bring exclusive music experiences leading up to and during the Belgian edition of the festival next week (22 July).
The brand has adopted a two pronged strategy to engage both those at the festival and people tuning in from around the world.
To try and get people on board in the build up to the festival, the Tiësto-produced song, called ‘Infected’ has been unveiled alongside a three-minute video. This video has also been edited down to a 30-second advert running online and on TV in selected markets.
At the festival itself Tiësto will perform the track live for the first time on the main stage to support the “exclusive experiences” such as an open bar, food trucks and boutique glamping huts that AB InBev;s brands are hosting.
Meanwhile, across some 25 markets there will be a series of local events tied to the festival that brands including Jupiler, Beck’s, Budweiser, Quilmes and Cubanisto will be running.
AB InBev is also the exclusive partner to broadcast the Tomorrowland Live Stream online and in bars and clubs throughout the weekend.
“We’re thrilled to partner with the leader in electronic music festivals - Tomorrowland, as they create unprecedented music experiences for fans around the world. As a global company engaging with an evolving and connected global consumer, our ambition is to create memorable and meaningful moments for and with them – whether that is providing them access to new music from their favorite DJ, money can’t buy experiences or simply elevating their beer experience on-site –we believe that consumers will be more engaged if we provide value back to them,” said Lara Krug, AB InBev’s global director of experiential marketing.
“AB InBev believes in the power of music to transform and is committed to creating authentic music moments that engage people across the globe.”