Dive Brief:

• D.G. Yuengling & Son has partnered with Imagine Dragons for the brand's Summer 2022 Mercury tour, according to a press release.
• The partnership will promote both the band's tour and Flight by Yuengling, a light, low-carb beer. During the summer, fans can pick up a 12-pack of limited-edition Flight cans and enter to win a VIP Imagine Dragons experience. QR codes on the cans and other merchandise will unlock the band's latest music for drinkers.
• The partnership seeks to elevate Flight in an increasingly crowded light beer market by leveraging both in-person and digital activations to engage a multi-platinum band's fans.

Dive Insight:

Imagine Dragons has achieved success with young people, and by sponsoring the band's summer tour, Yuengling has an opportunity get in front of the band's fervent fan base at a time when live concerts are making a comeback as pandemic restrictions lift. Recognizing that young consumers are spending more time online, the brand's digital activations look to deepen the engagement.

Yuengling is looking to raise its profile in a competitive category. The light beer market is expected to reach $338.83 million by 2027, up from $285.33 million in 2019. This growth, which amounts to a 2.9% compound annual growth rate from 2021 to 2027, is largely fueled by increased consumption from younger consumers. Introduced in 2020, Yuengling Flight is one of the newer beers in the light beer category. However, the beer is going up against larger brands that contain fewer calories and carbohydrates like Bud Light Next and Miller64.

With pop culture playing a bigger role in marketing of late, Yuengling is betting that its partnership with Imagine Dragons will resonate with younger consumers. The band has billions of streams on the popular music platform Spotify and has integrated itself into popular culture through video games. In 2014, the band wrote "Warriors" for Riot Games' League of Legends, one of the most popular multiplayer online battle arena games of all time. Additionally, the band and JID wrote "Enemy" for the animated Netflix series based on the game Arcane: League of Legends. The song has already racked up over half a billion Spotify streams. An animated version of the band even performed the song in-show, further cementing the band's place in popular culture.

"It's an amazing collaboration for Flight by Yuengling, our low-carb upscale light brand, to align with such a great band that is known for their high-energy, entertaining performances," Wendy Yuengling, chief administrative officer, said in the press release.

In addition to the limited-edition cans and giveaway opportunities, retail displays will feature co-branded speakers, and bars and restaurants will have access to limited-edition Imagine Dragons aluminum cups, giving the activation an on-site presence. QR codes on in-venue coasters, signs, cups and cans will allow fans to enter the contest and unlock music. Select winners will be treated to a VIP experience, flying out to an Imagine Dragons show, visiting an exclusive bar and trying an augmented reality photo experience.