BUD LIGHT x lady gaga

The original Bud Light Dive Bar Tour launched Lady Gaga's new album, Joanne. It became such a success that Bud Light made it an evergreen program.

She played three shows, which we broadcast globally on Facebook Live. It became the biggest branded Facebook Live event ever.

The program was such a success, Bud Light decided to make the concept evergreen. They now do the Dive Bar Tour every year, with a different artist. The case study:

AGENCY: Wieden + Kennedy