There was a special energy that exists only during the FIFA World Cup™. Wherever this energy exists, Budweiser will be there to amplify it, enhance it, improve it and facilitate it driving our campaign idea: Budweiser will amplify the euphoric energy of the 2018 FIFA World Cup™. This translated to our campaign slogan, “Light up the FIFA World Cup™”, driving all creative and experiential work.

Budweiser sought to find and create authentic places within the event landscape, where Budweiser could actively engage guests, fans and consumers across the globe through strategic experiential marketing programs. The campaign featured world-renowned, high-energy talent, influencers and socially relevant content to create memorable experiences for football/soccer fans from across the globe, either attending or watching the FIFA World Cup™ matches.

The "Bud Hotel" was the epicenter for all activations where guests could eat, sleep and party non-stop. "Bud Boats" cruised the Thames or Moscow River giving fans the most memorable viewing experience ever. The "Bud Club" was 10 nights of word famous artists performing at a nightclub and went down as the coolest after-party ever thrown FIFA World Cup™.

We reinvented the traditional partnership activation model, creating the ultimate Budweiser experience. The team developed a 360 degree 24/7 activation that spanned the entire five weeks of the tournament and captured attention from every major global market. From guest activations at the “Bud Hotel” and “Bud Boat”, to bringing influencers to the “Bud Club”, to creating a never been done before content capture experience for each “Man of the Match”, Budweiser left its mark on the 2018 FIFA World Cup™.

This massive undertaking cemented Budweiser’s place as the most talked about brand of the 2018 FIFA World Cup in Russia™, further shown by:

• 36,000 fans hosted in 51 countries

• 2.88B impressions amassed

• 1.3B earned views

• 27.9% earned media rate

• 43% point of consumption coverage

• 565,000 point of consumption activated

• Budweiser outsold Coca-Cola 2-to-1 in stadiums

• Man of the Match Buzz was two times higher than the 2014 FIFA World Cup Brazil ™

Budweiser generated nearly half of all digital buzz surrounding the FIFA World Cup™.

Based on polls taken by guests who stayed and celebrated with Budweiser during the World Cup, overall satisfaction with the “Bud Hotel”, “Bud Boat”, and “Bud Club” was rated 9.5 out of 10, and likelihood to attend this event in the future scored 9.6 out of 10.