Reventón de Verano
Anheuser-Busch’s largest Latin music livestream, uniting seven artists and six brands in one seamless digital event.
Client: Anheuser-Busch
Agency Partners: First Tube Media, Mosaic North America, Synergy Productions
Role: Design Director, First Tube Media
Creating a Fully-Integrated Brand Experience
Reventón de Verano was Anheuser-Busch’s first portfolio-led livestream music festival, uniting culture, music, and marketing in a vibrant celebration of Hispanic identity. Livestreamed via YouTube and ReventonLive.com, the event brought together seven top Latin artists, six AB brands, and millions of fans for an unforgettable digital kickoff to summer.
The Challenge
Anheuser-Busch set out to reshape how Cinco de Mayo is celebrated, not as a generic marketing moment, but as an authentic, joyful tribute to Hispanic culture. The challenge: create a scalable, multi-brand virtual experience that could resonate deeply with a historically underrepresented audience while driving measurable engagement and sales.
The Strategy
Developed by Mosaic and produced by First Tube Media, Reventón de Verano was a hybrid event experience, anchored by a three-hour livestream and supported by nationwide retail promotions, social campaigns, influencer partnerships, and ecommerce integrations.
Key tactics included
1,871 retail activations across HEB, Publix, Kroger, and Hispanic-market chains
Digital RSVP site driving loyalty signups via MyCooler.com
UFORIA/Univision partnership for radio + social media promotion
Drizly & Instacart ecommerce tie-ins
Influencer-led unboxings and artist-driven promo
Simultaneous livestreaming via YouTube, brand and artist channels, and ReventonLive.com
Artist x Brand Lineup
Each performance paired a major artist with a signature brand:
Maluma x Michelob ULTRA Pure Gold – debut of #7DJ, filmed in a sustainable art gallery
Prince Royce x Presidente – intimate Bronx-set bachata performance
Myke Towers x Bud Light Seltzer – from Puerto Rico’s Fortín San Gerónimo
Becky G x Michelob ULTRA Golden Hour – hometown performance in Inglewood, CA
Eva Longoria & Leslie Grace x Stella Artois – music and recipes from Los Angeles
Mon Laferte x Cutwater Spirits – rooftop sunset performance in L.A.
Sofia Reyes, Lupita Infante & Mariachi Arcoiris x Estrella Jalisco – inclusive backyard jam
My Role
As Design Director for First Tube Media, I led the creative execution of all visual design and motion assets for the livestream experience. Building from Mosaic’s branding, I developed a complete digital packaging system tailored for YouTube, Facebook, Twitter, Instagram and Reventonlive.com, enhancing storytelling across artist segments and brand activations.
Creative responsibilities included:
Show countdown, open, and closing animations
Intro graphics for each artist and brand pairing
Lower thirds with QR codes for live sweepstakes + ecommerce
Full graphics package: logos, transitions, bugs, disclaimers
Custom mortise designs for fan-submitted UGC integration
“Coming Up,” standby, and tech hold graphics
Social resizes and VOD-ready slates
Creative oversight for visual consistency across 70+ stream endpoints
This visual system enabled seamless integration of content across platforms and helped unify the experience for a massive and diverse audience.
Results
The campaign outperformed every benchmark, proving the value of culturally intelligent, cross-brand storytelling:
14M+ livestream views (goal: 10M)
84K peak concurrent viewers
405K+ hours watched
125.5M earned PR impressions
146M digital/social impressions
635K+ engagement actions
51K social mentions
44K+ Gold+ consumer data records collected
1,871 retail activations (goal: 1,500)
Net Performance Score: 74.5% (vs. 50% goal)
Recognition
“Reventón de Verano is a great example of how we can use the power of our incredible portfolio to reinvent the way our brands show up in people’s lives.”
— Marcel Marcondes, CMO, Anheuser-Busch
2022 REGGIE Award – Bronze, Experiential Marketing (Virtual Events)
2021 Adweek Experiential Award, Best Event Supporting Diversity & Inclusion
2021 ABI CreativeX Award, Experiential Category
Widely recognized as the most successful Latin music livestream of the year
Credits
Client: Anheuser-Busch
Production: First Tube Media
Experiential Agency: Mosaic North America
Talent & Partnerships: Synergy Productions
Design Director: Craig Donnelly / The Mood Inc.
Anheuser-Busch Team:
Ronnie Yoked – Head of Experiential
Lane Joyce – Director of Experiential, Bud Light
Arielle Swanson – Director of Experiential, Michelob ULTRA
Matias Regenhardt – Director of Experiential, Stella Artois
Alex Monroy – Sr. Director, Presidente
Marcel Marcondes – Chief Marketing Officer
