WINNING THE 2018 FIFA WORLD CUP
The Budweiser 2018 Fifa World cup campaign is the largest and most ambitious marketing effort in Ab-Inbev company's history. The brief to us is to be the most talked-about brand during the world's biggest event. Below is the summary of how we did it and owned more than 50% of the total World Cup online.
We started with a straightforward insight, and we wanted to demonstrate how we could bring together fans from around the world over beer and their shared passion for football. We wanted to amplify that passion and euphoric energy of the World Cup. We created a simple creative platform that allows us to harness that energy around the world. "Light up the Fifa World Cup".
- We started with an innovative product, "Budweiser Red Light Cup," that lights up based on noise level and we deployed over 8 million red light cups all around the world.
- Together with Jake Scott, we created a launch film about the biggest beer delivery to Moscow with a lovely drone that got lost along the way, the film got over 280 million views worldwide.
- We reinvented the "Fifa Man Of The Match" with Twitter to make voting easier and more engaging. Once a Twitter user casts a vote, an auto-populated tweet is generated with the player's name, match hashtag #ManOfTheMatch making sharing easier. When voting concludes, we announce the winner with a dynamic video filmed using a custom 180 video rig that we build as well as an interview with the winner. We even redesigned the trophy.
- We created a best in class social media content studio in Russia with animators, data analysts, social media managers, videographers, and full production crew to produce real-time content reacting to the speed of the games. In total, we generated over 2273 pieces of original content and reached over 1.2 Billion views in total. 900 million more than the clients KPI.
- To feed our social engine, we want to have culturally relevant content to share beyond just the games. We did that by creating Budweiser branded experiences from turning a hotel into the most Instagram-able BUD hotel in Moscow, the BUD Club with world-class performances from Zedd, Diplo, Nas & More, and a massive boat that host watch parties throughout the World Cup. Together with influencers and these experiences, we provided different streams of content throughout the day to fuel our social channels. We also created the first SOUND-ACTIVATED WORLD CUP SNAPCHAT LENS that turns you into Super Fan when you scream into the app.
Overall the 2018 Fifa World cup campaign is what Anheuser Busch InBev describes as the largest campaign in its history when measured by investment and reached. Sales were up more than 8%, setting a high bar for any brands moving forward. See you in 2022.
- Below is the launch film and case study.
