Rihanna is bringing her star power to Budweiser's "Made for Music" global campaign. The singer joins the likes of Jay-Z and Justin Timberlake in Anheuser-Busch InBev's branding efforts.
According to Ad Age, the marketing push will reach over 85 countries by way of social media, TV commercials and limited-edition beverage packaging, as well as sponsorships for Rih Rih and Jay's concerts.
To introduce the campaign, Budweiser recently debuted two 30-second "Dreams Are Made" ads, one of which shows Rihanna switching hats from fashion director to performer while her single "Right Now" plays in the background. Jay's spot is accompanied by his "PSA" track and follows the Brooklyn native from the studio to the stage. Each ad will air in the U.S., Brazil and Canada before expanding to different markets.
With improved options in celebs affiliating themselves with large brands, the Budweiser deals comes on the heels of Hov's Magna Carta...Holy Grail release, which was rolled out to one million Samsung Galaxy customers free of charge.
Noting music as a "tremendous" force in "shaping pop culture," linking with three of the industry's biggest stars allows Budweiser to re-emerge as an "icon of pop culture," global advertising director Ricardo Marques said.
Rihanna and her Roc Nation boss have unprecedented influence over pop culture, one that has transitioned far beyond their musical feats. Together, they boast more than 33 million Twitter followers, over 100 million records sold and both landed on Forbes' 2013 Celebrity 100 list, which ranked entertainment's most powerful players.
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(Photo: Stuart Wilson/Getty Images)