Challenge:
Budweiser aimed to energise football fans in Australia as the Official Beer of the 2018 FIFA World Cup™. They sought to create a high-impact campaign that would not only reach millions of football enthusiasts but also innovate how fans celebrate the world's largest sporting event.

Objective:
To successfully launch and promote Budweiser's "Light Up the FIFA World Cup™" campaign in Australia, leveraging the brand's ambitious beer delivery by drones, noise-activated Red Light Cups, and a global advertising strategy.

Strategy & Execution:
Oliver and York, the PR agency for Budweiser in Australia, took on the challenge by developing a comprehensive strategy:

Global Integration: Aligning with Budweiser's worldwide advertising efforts, ensuring consistency in messaging and branding across various platforms.

Innovative Activations: Promoting the groundbreaking drone beer delivery and Red Light Cups that light up in response to cheering, creating an engaging and unique fan experience.

Media Outreach: Targeting sports, lifestyle, and technology media outlets to gain coverage and create buzz around the campaign's innovative approach.

Results:

The campaign achieved media coverage across various channels, including television, digital media, and social platforms.

Fan Engagement: The innovative use of drones and Red Light Cups captivated fans, generating significant social media conversation and brand engagement.

Successful Collaboration: Oliver and York's seamless collaboration with global agencies ensured a consistent and effective execution of the campaign.

Positive Brand Association: Reinforced Budweiser's long-standing association with football and strengthened its position as a creative and adventurous brand in Australia.

Budweiser's "Light Up the FIFA World Cup™" campaign was a game-changer in the way fans celebrate football in Australia. By embracing innovation and executing a well-rounded marketing strategy, Oliver and York helped Budweiser create a memorable and successful campaign. The engagement with fans, media, and the broader football community is a testament to the team's expertise in public relations for major events and their commitment to delivering excellence.