PLAYING AROUND

'Can' Do Attitude

LandShark partners with Zac Brown Band to promote beer

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“Toes in the water, ass in the sand. Not a worry in the world, a cold beer in my hand. Life is good today.” These vacation-lauding lyrics have found their liquid counterpart in LandShark’s island-style lager. Anheuser-Busch partnered with the Zac Brown Band to offer a series of limited-edition cans and accompanying exclusive video with band members.

The first can was released in May, the second in June and the third on Aug. 5. The three specialty cans are themed after the Zac Brown Band’s experiences. The first can celebrates pre-show routines, specifically the band’s “Eat & Greet” events. At these pre-concert Southern feasts, the band invites fans to join them in eating fried chicken. Guitars adorn the second can, which pays homage to the band’s performance. The third can’s design centers on the band’s post-show celebration.

This is not the first collaboration between the Zac Brown Band and LandShark Lager; the two have worked together for three years. LandShark brand manager Michael Lourie explained the cans are just one aspect of the partnership in an email. LandShark Lager is also sponsoring the Southern Ground Music and Food Festivals, which will feature the Zac Brown Band as the main act. The two-day festivals will be held in Nashville at the end of September and Charleston in mid-October. The festivals will include Kenny Chesney and Willie Nelson in Nashville and Band of Horses in Charleston. LandShark Lager is also a sponsor of the Zac Brown Band’s 2013 tour.

The Atlanta-based country band, created and led by vocalist Zac Brown, formed in 2002. Widespread national attention came when the band re-recorded and released their single “Chicken Fried” in 2008. Since then, the band has charted 10 hit singles, produced multiple platinum selling albums and toured all over the world.

Although many of their lyrics praise slowing down and enjoying a laid-back Southern lifestyle, the band has not had much time to sink their toes in the water or sit their ass in the sand. Since the release of their most recent album “Uncaged,” the band has been touring across the country. They were back in their hometown for one night on Aug 3 to join Kenny Chesney’s No Shoes Nation Tour and then headed up north for a series of concerts.

The band’s busy schedule is partly what makes the partnership with LandShark appealing to both band members and fans. With each can, fans can access additional video and exclusive band content, using social media and the app Blippar.

“Technologies like Blippar and other mobile apps help us deliver fun content to adults, with the flexibility for them to enjoy it anytime, anywhere,” Lourie said in an email.

Once downloaded, the app will read the can, referred to as “blipping,” then unlock behind-the-scenes footage.

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