The agency is submitting "Bud United Campaign", our daily online reality show where 32 fans from 32 countries lived together in a house in South Africa during the 2010 FIFA World Cup™. The show was made as part of our client Budweiser’s Bud United campaign that tied into their sponsorship of the 2010 FIFA World Cup™. As one part of an integrated campaign, we produced a highly customized YouTube brand channel to view the Bud House show. Then we integrated multiple social media channels, developed custom mobile apps for use by our cast to post online to their Facebook pages and provided an audience voting mechanism to influence the show as it was shot and edited over 31 days during the World Cup.

Budweiser United launched The Bud House - an interactive reality series uniting 32 football fans under one roof, each from one of the world cup qualifying nations.

By breaking out of the boundaries of television, the series offered an unprecedented interactive user experience. The drama inside the house was broadcast up to six times a day on YouTube, with the action influenced by fans at home. They could vote and comment on our custom-built YouTube page, and show their true colours on Facebook with our Budweiser Paint Your Face application.

All the while, television, print and stadium signage drove fans back to budunited.comIn a major coup for Budweiser, fans could also vote for the first time for the official FIFA Budweiser Man of the Match, which the winning Bud Housemate presented.

The Bud House earned over 4.2 million channel views on YouTube, making it the #1 most viewed branded YouTube channel.

Bud United also became the #1 beer Fan Page on Facebook, earning 1 million fans, while the Facebook Paint Your Face application generated 2.7 million painted faces, equalling 200 million social media impressions.In the first two weeks of the World Cup, Budweiser snared a 4.9% share of online conversation compared to its rival Carlsberg with 2.4% share. And in total, earned over 1.4 billion impressions and more than 19 million consumer engagements, far exceeding planned goals on both measures.