Budweiser recently launched a "hyperlocal" marketing campaign in order to attract Millennial consumers. The beer brand partnered with Detroit rapper Big Sean to launch the Big Sean Budweiser—a special-edition 25oz tall boy—in honor of the musician's new album, Detroit 2.
Monica Rustgi, the Vice-Presiden of Marketing at Budweiser commented on the new launch, stating: "you don’t have to wait for the Super Bowl for that to happen. If you find something that strikes at a cultural nerve – and that doesn’t have to be a polarizing nerve – it drives conversation. It doesn’t have to be something that we start from scratch, it can be something already within the cultural zeitgeist like a town and a sport. That’s the sweet spot – the intersection between something that has social currency within a sub-community and Budweiser having an authentic way of tapping in.”