Budweiser celebrates the energy of the FIFA World Cup™
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COMMUNICATION STRATEGY
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Budweiser energized football fans with its most ambitious beer delivery ever, as drones dropped Budweiser in the hands of football fans worldwide. The company also launched the first-ever, noise-activated Red Light Cups.
Budweiser, the Official Beer of the FIFA World Cup™, unveiled its new global campaign, "Light Up the FIFA World Cup™," which encapsulates the unparalleled euphoric energy of the world's biggest sporting event and Budweiser's passion for energising fans as they watch and celebrate their favorite players, moments and teams throughout the tournament.
Highlights of the campaign included global advertising featuring the largest beer delivery to date, the deployment of eight million noise-activated Red Light Cups that light up in response to fan cheering, and a variety of integrated experiential, digital and social programs launching in more than 50 countries.
"As the most watched sporting event on the planet, the FIFA World Cup™ is the ultimate opportunity for Budweiser, the world's most enjoyed beer, to connect with billions of passionate football fans globally. Our campaign is the largest in our company's history, and it demonstrates how we are bringing together fans from around the world over beer and their shared passion for football," said a spokesperson for Budweiser.
"Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup™."
Oliver and York was the PR agency responsible for the success of Budweiser's "Light Up the FIFA World Cup™" campaign in Australia. Working closely with global agencies, the team at Oliver and York developed a comprehensive strategy to drive attention to the event and create buzz around Budweiser's unique activations.
Through targeted media outreach and impactful events, the team was able to effectively promote Budweiser's involvement in the FIFA World Cup™ and drive engagement with football fans across the country. The campaign's success in Australia is a testament to the team's expertise in public relations for major events.
Global Advertising Campaign
Budweiser's global advertising campaign, "Light Up the FIFA World Cup™," showcases the brand's ambitious beer delivery through a variety of creative executions that demonstrate how Budweiser is enhancing the energy levels of football fans worldwide as the Official Beer of the 2018 FIFA World Cup™.
The commercial spotlights the journey of thousands of drones as they carry Budweiser from the St. Louis brewery to Moscow with the goal of delivering a stadium full of fans with their own Budweiser. The spot culminates with fan cheers activating Budweiser's Red Light Cups throughout the stadium, showcasing the excitement and energy of fans at the FIFA World Cup™.
Additionally, the longer form spot features the heroic adventure of Bud 1876, the underdog drone, overcoming obstacles as it flies over multiple cities from Shanghai to Rio de Janeiro to make a triumphant arrival at Luzhniki Stadium in Moscow. Bud 1876 delivers a Budweiser to the lone beer-less fan in the stadium, culminating in an emotional and euphoric journey that resonates with football fans around the world.
The advertising campaign will run in more than 50 countries across television and digital channels. Fans are encouraged to engage with the "Light Up the FIFA World Cup™" campaign through Budweiser's social channels.
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About Budweiser AND Football
Budweiser has a strong commitment to football, serving as the official beer sponsor of the FIFA World Cup™ for over 25 years. At the 2018 FIFA World Cup Russia™, Budweiser served the official beer. Additionally, Anheuser-Busch InBev extended local sponsorship rights to its leading brands in select football markets, including Brahma in Brazil, Harbin in China, Corona in Mexico, Jupiler in Belgium and The Netherlands, Klinskoe in Russia, Hasseröder in Germany, and Beck's in Italy, among others.
Budweiser is an American-style lager that was first brewed in 1876. It is a medium-bodied, flavourful, crisp, and pure beer with blended layers of premium American and European hop aromas. It is brewed using time-honored methods, such as "kraeusening" for natural carbonation and Beechwood aging, resulting in unparalleled balance and character.
In Australia, Oliver and York is the PR agency for Budweiser.
