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Research revealed that PBR was the overwhelming cult-favorite beer brand of many regional indie-music scenes. So Pabst hired Rumblefish to build on this grass-roots popularity and increase sales and brand awareness in two markets that were not performing up to Pabst's expectations.
Rumblefish listened to and interviewed 200 bands from each target city and picked the 15 best songs. We then produced PBR-branded CDs and 7" vinyl records and gave every copy to the bands--no strings attached--to distribute to their fans. Bands were so enthusiastic about the project, many threw CD release parties on their own initiative.
Whether the fans paid for the CDs or the artists gave them away, a loyal brand connection got even stronger. Genuinely supporting artists created goodwill in the music community and awesome results with the media in everything from indie magazines to the New York Times. Oh yeah--PBR beer sales also grew significantly in each market.
“This is our way of saying thank you to the artists who follow their dreams and live their passions, making our lives better through music.”–Neal Stewart, Brand Manager Pabst Blue Ribbon