To promote their “Beer Behind the Music” Campaign, Budweiser is using posters to prompt pedestrians to search keywords that bring up pictures of famous musicians choosing the iconic American beer.
Searching “1960 Flying V Slide Budweiser” will bring up a picture of rock legend Jimi Hendrix playing guitar with a cold one in his hand. Over 10 different sets of keywords bring up everyone from the Beastie Boys to Guns N’ Roses all enjoying Budweiser in their own special way. The brewing company is banking on pedestrians stopping to “search it.” to help link the brand to legendary music moments.
Budweiser is using keywords to champion themselves, partly saying “we don’t need to promote ourselves, look at all the music legends that enjoyed our product unprompted.” An added touch is that the keywords bring users to Pinterest pictures, news articles, YouTube stills and a variety of other sources that reinforce the message that this isn’t just Budweiser sending you to their website.