Budweiser is wagering on mobile as a primary medium for consumers to stay connected to their favorite musicians during the brand?s first ?Made in America? music festival.

Budweiser has partnered with Pandora and YouTube to let fans watch and listen to the event. The Budweiser ?Made in America? festival takes place from Sept. 1 ? 2 in Philadelphia.

"Watching video clips or more than just clips on your mobile device depends on how this video content gives consumer value and are consumers concerned or curious about the content or not," said Isabella Lin, content director at Appitalism, New York.

"If the content is worth watching, consumers will actually watch on mobile video," she said. "Recently, the  mobile information industry is booming and people feel more comfortable watching videos on mobile." 

"Whether consumers will watch an entire concert on their mobile phone or not depends not only on whether they really can afford the time and energy, but also the quality and effectiveness of the concert itself. If it's an an amazing concert, consumers are more likely willing to enjoy it entirely."

Ms. Lin is not associated with Budweiser. She commented based on her expertise on the subject.

Budweiser did not respond to press inquiries.

Summer streaming
The Budweiser ?Made in America? concert is a two-day festival that brings together artists selected by musician Jay-Z. This year?s lineup includes Drake, Passion Pit and Run-DMC.

The festival benefits the United Way of Greater Philadelphia and Southern New Jersey.

From 2 ? 11 p.m. during the event, consumers can tune in to YouTube and Pandora?s mobile and Web properties to watch and listen to the festival.

Consumers can watch the concert live at http://m.youtube.com/BudMadeInAmerica. The event also has a YouTube page with uploaded trailers about the event.

The Budweiser ?Made in America? concert marks the first event that Pandora has live streamed.

Pandora has created a radio station for the event that is available on the company?s mobile and Web properties. Inside the station, ads lead to a landing page where consumers can learn more about the event, sign up for alerts and buy tickets for the concert.

The live streamed portion of the event can be accessed at http://m.pandora.com/BudMadeInAmerica.

Social media also plays a large part in the campaign and includes a Facebook page and the Twitter hashtag #MadeinAmerica.

Watch on mobile
With consumers glued to their devices to watch more than just short clips, the Budweiser ?Made in America? campaign proves that consumers are watching long-form content on their smartphones and tablets.

Live streaming content makes particular sense for a concert to give fans a way to access their favorite musicians and bands.

A Pandora exec at the eTail Boston Mobile Shopping Summit recently revealed that 70 percent of the company?s traffic comes from mobile. This shows how consumers are increasingly relying on their mobile devices to do everyday tasks ? such as listening to music ? leading to a boom for Internet radio (see story).

With the Budweiser brand backing the initiative, it could lead to more consumers listening and watching.

"Budweiser helps consumers to tune in to some extent, and they certainly promote it to consumers," Ms. Lin said.

"Brands equal trust," she said. "Consumers, regardless of the product or service, business or personal, will select a brand that they believe will be the best, even if there is a price premium for the brand."

Final Take
Lauren Johnson is associate reporter on Mobile Marketer, New York