Bud Light has debuted its new Music First program and is using a mobile application to engage music fans throughout the summer.

The Bud Light Music First program is bringing brands such as Live Nation, Myspace and Universal Music Group together for a live music experience this summer.  The Music First program culminates with the Bud Light ?50/50/1? event on August 1, boasting concerts in all 50 states on a single day and featuring artists such as Kendrick Lamar, Sublime with Rome, Alex Clare, The Airborne Toxic Event, The Flaming Lips and Guster.

?Music is such a unique platform because it brings people together, yet everyone interacts with it on a personal level,? said Rob McCarthy, vice president of Bud Light. 

Mobile interaction
Specially-marked Bud Light Music First packages contain an in-pack code, which adult consumers can enter on the new Bud Light Music First app to win multiple prizes, including 50/50/1 tickets, Monster DNA Headphones, Live Nation Concert Cash and UMG music Downloads.

Using the Bud Light app, users can scan a QR code featured on the packaging and enter the promotional code found on the inside of select packaging.

Consumers can play everyday for a chance to win a pair of tickets to a Music First event, a pair of first edition Monster DNA Headphones. Hear music like never before, up to 50 music downloads. Music Firsts from the world?s biggest artists and much more from Universal?s music vault and new music and merchandise

Through the app, users can also share their experiences with friends through Facebook and get direct access to additional Music First content from www.budlight.com/musicfirst.

Past initiatives
Bud Light is no stranger to mobile.

In 2011, magazine publishing platform Flipboard tapped into entertainment content with television and movies that are being sponsored at launch by Bud Light and Paramount Pictures (see story).

Most recently, Budweiser geared up for the Super Bowl game with a retail promotion and sweepstakes for its Bud Light brand that included QR codes to drive entries (see story).

?With Bud Light Music First, we have an amazing collection of artists and partners that will make sure every adult fan can experience music in a fun, interesting way this summer,? Mr. McCarthy said. 

Final Take
Rimma Kats is associate editor on Mobile Marketer, New York