Tito’s Vodka gives live music enthusiasts an everlasting festival with a new headliner every two weeks.
In lieu of in-person festivals during the Coronavirus pandemic, Tito’s created its “Made To Order” show that lasts from August 27-October 8. The livestreamed festival will feature a new headlining act every couple of weeks, with each new concert following a theme that correlates to a different part of the U.S. The musical lineups will also correspond to the location of the show. For example, the Southern show will feature artists exclusively hailing from the southern U.S., such as country singer Dierks Bentley and rapper Bun B. Each show will include artists from different genres, which could help Tito’s appeal to a wider, more diverse audience.
The Made To Order festival also features a charitable partnership with World Central Kitchen, chef José Andrés’ organization that provides meals in the wake of natural disasters. Tito’s donated $100,000 to the nonprofit and is promoting it on social media. Fans looking to donate to the organization will find a link during each show, with every contribution including a chance to win a meet-and-greet with the festival headliners. The sweepstakes and charitable elements could draw in more viewers and generate greater engagement rates according to a Gartner report.
The Made To Order festival is entirely virtual and streamed on Tito’s website and YouTube channel. Hosting a digital show allows viewers from around the country to attend and keeps music fans safe amid the ongoing pandemic. Tito’s is advertising the festival across social and digital media, including on Twitter, Instagram, and Facebook where it hosts live countdowns to each artist’s performances. The beverage brand also released a 30-second advertisement to give viewers a taste of the festival lineup, which runs on Tito’s social channels and website.
While in-person shows are paused during the pandemic, Tito’s brings the music festival to fans. The Made To Order festival could fill a void for music enthusiasts thirsting for the thrill of live shows while trying to stay safe.