Budweiser's 2018 FIFA World Cup Campaign Celebrates Fan Energy

Budweiser has globally announced the launch of its biggest integrated campaign to celebrate its sponsorship of the FIFA World Cup 2018, which will capture and amplify euphoric fan energy in innovative ways throughout the tournament.

The activity kicked off this week in more than 50 countries around the globe, with the unveiling of the beer brand’s new global advertising campaign, “Light Up the FIFA World Cup”, which will go live in the UK on 13 May during the Premier League Final.

In the UK, Budweiser’s “Light Up the FIFA World Cup” advert, which three out of four adults will have the opportunity to see, marks a key milestone in the 360-degree campaign.

In a nod to tradition, the campaign will have a significant TV presence through Budweiser’s partnership with ITV, which has exclusive broadcast rights to half of all FIFA World Cup games, including the opening match on 14 June, and England's final group game against Belgium.

Through this, Budweiser will have direct TV Ad presence in and around the live games driving prime brand association with the tournament.

“Light Up the FIFA World Cup” will be served in :15, :30 or :90 second formats, encapsulating the passion of fans across the globe as they enjoy the world’s biggest sporting event. The footage sees Budweiser embarking on an epic beer delivery, as thousands of drones carry bottles of the tournament’s Official Beer from its brewery in St. Louis, Missouri, where Budweiser has been brewed since 1876. The journey of the drones comes to an end when bottles of Budweiser are delivered directly into the hands of spectators across the globe; the UK’s footage shows football fans celebrating in the local pub.

Brian Perkins, VP Global Marketing at Budweiser, said: “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 a beer and their shared passion for football.

“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.”

As well as this landmark traditional advertising campaign, Budweiser is creating a breadth of epic on and offline experiences for the UK’s football fans to celebrate the 2018 FIFA World Cup in new and innovative ways:

The Bud Bot

The UK’s no.1 most loved beer brand^[ has created a Chatbot – aptly named the Bud Bot – to provide the ultimate FIFA World Cup guide for the UK’s football fans, driving meaningful relationships between consumers and Budweiser over the course of the tournament.

The Bud Bot will create a hub for avid football fans, offering unique and exciting experiences; from a platform to vote for the official Man of the Match and enter once-in-a-lifetime competitions, to signposting Budweiser-stocking bars and stores, plus offering home deliveries of Budweiser to enjoy with mates whilst watching the game. In short, the Bud Bot will be the ultimate platform to help fans celebrate the tournament, bringing the euphoria of the FIFA World Cup directly into their hands with Budweiser.

Red Light Cups

As part of “Light Up the FIFA World Cup”, Budweiser will be releasing its Red Light Cups, the first-ever noise-activated cup which responds to the energy of fans watching the tournament by lighting up as cheering, clapping and excitement gets louder; embodying the energy of euphoric fans.

More than eight million cups will light up in over 50 countries throughout the tournament, with every beer at official 2018 FIFA World Cup stadiums being served in a Budweiser Red Light Cup. For fans in the UK, the Red Light Cups will be featured at Budweiser viewing parties and events, and in special Budweiser packs in ASDA stores nationwide, as well as being available via on-pack competitions.

The Bud Boat

As part of celebrating euphoric moments on and off the pitch for the tournament, Budweiser has created the Bud Boat – which will be one of the most epic places for fans from all over the UK to watch the FIFA World Cup.

Cruising down London’s iconic River Thames, the Bud Boat will be the heartbeat of the city’s FIFA World Cup celebrations. Hosting unrivalled screening parties, awesome DJs, and amazing bars – and more – the Bud Boat will be the place to watch your team play.

Sascha Cordes, Senior Brand Manager at Budweiser UK, said: “Football, the beautiful game, is more than just a sport – and the 2018 FIFA World Cup is more than just an event. It’s an epic global party that promises to bring not just the nation, but the world together. We’ve been more ambitious than ever with our ‘Light Up the FIFA World Cup 2018’ campaign and want to celebrate the unrivalled energy of our football fans with unmissable experiences and surprises throughout. We can’t wait to get the celebration started!”