Beck's to roll out music download promotion

AB InBev beer brand Beck's is launching a promotion this week for a free music download from Play.com with every limited edition art label can or bottle it sells through the off and on-trade.

Beck's: creates limited edition art bottles in music push
Beck's: creates limited edition art bottles in music push

It is the first time Beck's has offered music downloads as an incentive but the promotion ties in with its long-running programme of championing art produced by musicians.

Download codes will be printed on limited edition art bottles of Beck's Pils and Beck's Blue alcohol-free beer and under the ring pulls on cans of Beck's Vier.

The Beck's Pils bottles carry a design by the Grammy Award-winning band Phoenix, while the Beck's Blue bottles and Beck's Vier cans showcase designs by emerging artists.

An ad campaign across outdoor, press and digital media, will communicate the message "free music with every art label", while 20-second ads will be placed in video-on-demand services, with media planned and bought by Starcom.

Fabienne Rollet, marketing director for Beck's in Western Europe, said: "This promotion builds on a unique association between Beck's and art and music stretching back more than 20 years."

The promotion will give away more than 25 million free music downloads.

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