In China, Budweiser is the premium beer served with bottle service at night clubs. That means Electronic Dance Music, aka EDM, is central to the brand experience. EDM is all about a build up to the euphoria felt at “The Drop” when the music really kicks in. Those who’ve raved know, The Drop is prime-time to swig a drink and feel the music. So we created a series of spots that took people out of everyday stressful situation with a Budweiser and The Drop of EDM. Chinese megastar Eason Chan, and DJ/Producer R3hab were along for the ride.
But let’s just say that Chinese clients are on top of their shit. So much so that you have to sell them on every little detail. So below is a slide from a deck where I laid out the mathematical structure of EDM and the strategic story coming together. Yeah, it got that technical. As a former club promoter and dance music journalist, I was happy to spell it all out. Telling’s not selling, always be closing.
