Inside Bud Light’s social strategy for the House Party Tour

The tour kicks off in Toronto with musician Ty Dolla $ign, giving fans the chance to attend the event in person or tune in on Twitter and Facebook Live.
Bud Light Canada-Bud Light Brings Epic House Party Tour to Canad

Bud Light Canada will stream its inaugural House Party Tour live on Facebook and Twitter, partnering with rap and electronic musicians Ty Dolla $ign, French Montana and NERVO in what will be Twitter’s first branded live stream.

The cross-country event kicks off in Toronto July 11 with a performance by Ty Dolla $ign, with French Montana, performing August 1 in Vancouver. Australian twin-sister duo NERVO will hit the stage on Aug. 23 in Montreal.

So far, entries are only open for the July 11 event.

Fans can enter to win on the event’s Facebook page, where they are asked to write a comment that proves their Ty Dolla $ign fandom and why they should be chosen to attend the exclusive party.

The live events on Facebook and Twitter, however, are open to anyone.

“That was one of the big things that we wanted to integrate this year,” Natalie Lucas, senior brand manager for Bud Light told MiC, adding that the live stream will allow fans across Canada to be involved in the campaign, both by tuning in and watching live, commenting, interacting with the artist and voting for the final song of the night.

“We want them to feel just as part of the show as those who are actually at the event,” she said.

According to Lucas, the goal is to bring people closer to the artist that they love in a relatable venue, like a house.

“The reason that’s important to us is, through our research, we found that music is one of the biggest passion points, if not the biggest passion point for our consumer,” she said.

Contest winners will be given three tickets to the Bud Light House Party Tour in Toronto. A total of 15 prizes will be awarded.

Bud Light House Party Tour merchandise inspired by each musician will be designed by Nova Scotia artist Trevor Andrew, also known as Gucci Ghost.

The event was inspired by the Bud Light Dive Bar Tour in the U.S. that took place in April, which featured musicians John Mayer and Post Malone going back to their humble beginnings to perform at the same bars where they got their start.

Bud Light has been in the music space for several years, with a national partnership with Live Nation that sees sponsorships of EDM, country and hip-hop music festivals across the country.

The event is being promoted on Facebook, Twitter and Instagram. The media buy was by Vizeum, with video production by Livestream.com.