Budweiser has launched a new effort, dubbed “UninterruptAds,” to take songs that mention the Anheuser-Busch InBev (AB InBev) brand and turn them into targeted ads on Spotify, according to details shared with Marketing Dive. The effort is based in Brazil and was strategized with Africa Creative Agency.
“UninterruptAds” was inspired by the discovery that Budweiser’s name is present in over 500 different songs available on Spotify. The effort is also based on the idea that, for users who don’t subscribe to the premium, ad-free version of Spotify, the platform’s listening experience is often interrupted by ads. Through the effort, songs like “My Luv” by the Brazilian artist Kafé were strategically programmed to be advertised in playlists that correspond to their genre, in turn spreading name recognition for the brand without stopping the music.
