To launch the line-up for year three of the Made in America Concert Series, we teamed up with Rizon, a photorealistic 3D artist, to create posters in neon as homage to the heritage of the brand.
To roll out the line-up announcement online, we took over Budweiser's Instagram and Twitter accounts, releasing one artist's name every 5 minutes, starting with the Philadelphia line-up at noon and finishing with the Los Angeles line-up. The combined names formed a digital poster for each event.
By the time we wrapped, the line-up was trending nationally on Twitter, with engagement higher than both previous year's line-up announcements combined.