The KING of rap and the KING of beers come to together to celebrate Hip-Hop’s 50th anniversary.
The Ask
How can BUDWEISER take an authentic step into Hip-Hop culture and gain traction and consideration with a highly influential urban demo?
The Answer
Budweiser would need to take advantage of an opportunity to work with The Notorious B.I.G.’s estate to create a limited edition version of “Word Up!” magazine, bringing to life one of the most iconic lines ever, “it was all a dream, I used to read Word Up! magazine”….
The Results
The campaign success was a major HIT. Garnering over 100M impressions during the first pulse. It also exceeded in gaining more than 3 tier two placements, BET, Highsnobiety, OkayPlayer, The Source , Vibe and others.
The Work
Our launch film teasing out the campaign on socials channels. We also created a website fully build out with a countdown clock teasing to our exact moment of launch.
The Activation
Budweiser would throw an invite only VIP party at downtown sneaker hot spot, Extra Butter. The packed out room celebrated Biggie, rocked out to the tunes, got a chance to see the magazine and select features in a gallery format all while sipping on cold Budweisers.
The Case Study
Credits
Client - Budweiser
Agency - Cashmere
CD - RG
ACD Art - Robin Morgan
ACD Copy - Kid Checklik
Producer - Kelly Woo
VP of Client - Jake Sugarman
