Budweiser brings the biggest Halloween campaign to India and kickstarts it with the release of ‘Touch,’ the Definitive Musical Anthem For Halloween.
It’s almost Halloween, everybody’s favourite day of October. And this year, it’s not just about good candy and Halloween costumes, but also some great music. Budweiser has recently launched “Touch,” the ultimate musical anthem for Halloween, co-written by American R&B Star Kehlani and Grammy Award-winner Ryan Tedder of OneRepublic. Developed by Budweiser, in partnership with CAA Marketing, “Touch” comes to life in a short film directed by PRETTYBIRD director Fleur Fortune.
The three-week content-driven campaign, which launches in 17 countries worldwide today, will introduce Budweiser Halloween to markets where the occasion does not yet exist, or is not celebrated with much fanfare. This will do wonders for the brand to own the popular holiday in these markets. Budweiser and CAA Marketing collaborated with Kehlani and her label Atlantic Records, to create a fitting short film for the original song. The “Touch” film will be released in bars, clubs, and house parties globally. The 15 second and 60 second spots have been derived from the video to serve as paid media assets.
What more, the song will be released on Kehlani’s Spotify and iTunes pages. The campaign has, so far, garnered a strong presence in bars and clubs.
Here are what the big guns behind the campaign had to say about it:
“Halloween is a popular global holiday for our drinkers, a time when they are free to be whoever they want to be. We saw an opportunity for Budweiser to own this exciting time of year and bring it to countries which haven’t experienced this fun tradition. Through strong partnerships with Kehlani and CAA Marketing, we took a non-traditional approach to our content and co-produced a music video to tell an engaging story about our brand.” – Lauren Rodriguez, Global Brand Director, Budweiser.
“This is a truly content-centric campaign, with an original song, short film and events around the world created to attract an audience, rather than distract it. Through this entertaining content, and the advertising and promotions derived from it, Budweiser is inviting the world make Halloween one of the biggest adult celebrations of the year! We’re so proud of this super-collaborative effort with our client Budweiser, the strategic and creative team here at CAA Marketing, our partners Kehlani, Ryan and Fleur, and Budweiser’s specialist agencies around the world.”– Jae Goodman, Chief Executive Officer, CAA Marketing.
“We looked at Halloween around the world, and saw that it was a growing adult celebration occasion, yet no brands were participating in a meaningful way. At AB Inbev we saw this as an opportunity – and rather than advertise alongside Halloween, we became part of Halloween by creating content and experiences that our audience can enjoy with an ice cold Budweiser.”– Jonny Sabbath, Global Director of Entertainment, AB InBev.
So, what are you views on the new track?