As the Patriots and Falcons heads to Houston, Texas to face-off on Sunday, Feb. 5, Lady Gaga has been crowned the Pepsi Zero Sugar Super Bowl LI half-time performer. But the singer, who also starred in this year’s Victoria’s Secret Fashion Show with The Weekend and Bruno Mars, has been preparing for Houston for a while.
As the official beer sponsor of the event, Bud Light, with the help of their agency, Wieden + Kennedy, got creative with the superstar and created the Bud Light x Lady Gaga Dive Bar Tour. Keeping with football, Bud Light announced the tour during Sunday Night Football.
“Lady Gaga’s new album “Joanne” has a raw, Americana feel to it. And there’s nothing more American than the dive bar. So to launch “Joanne”, instead of traveling from huge arena to huge arena, we took Lady Gaga to dive bars across America, where she played her new music for the first time for crowds of a couple hundred -- but also livestreamed at home to millions. The tour included three live productions (Nashville, New York, and LA), four :15 films, music videos for four of the songs, and many more social assets to maintain excitement throughout the month,” said Wieden + Kennedy on their website.
With three stops on 5, 20 and 27 October, the shows were also live streamed through Bud Light’s Facebook page for fans to digitally take part in the tour.
"There's no hiding the fact that Bud Light is the number one beer in the country," said a Bud Light spokeswoman in an email to Ad Age. "We're excited to kick off a unique, new partnership with global superstar, Lady Gaga, who just released a new single and will perform at the Super Bowl LI halftime show. There's no other partnership that's more 'right now' for our fans."
The half-time show and the digital content from the dive bar tour and the behind-the-scenes Super Bowl shorts on Pepsi.com come at a time where Bud Light is looking to reconnect with fans. After a tough third-quarter in 2016, according to the company, despite “The Bud Light Party” campaign with Seth Rogen and Amy Schumer, they are focusing on sporting events to ramp up sales.