A brand new media platform for amateur footballers – Budweiser Dream Goal – would celebrate the greatest goals never seen. Every fan has seen and shared online the professional goals scored in front of millions, but what about the incredible moments created on boggy pitches across the country each week?

We wanted to make famous the goals that deserved a bigger audience. Fans would be invited to film their games and ‘send in their screamers’ for the chance to have their goal broadcast to the nation and analysed by the very best TV pundits. A campaign of this unparalleled scale would have been impossible just a few years ago. However, we knew that advances in phone technology have given the public the chance to capture and share millions of hours of high-quality amateur footage each weekend.

A huge national TV campaign made stars of Neil from West Park FC and Will of AFC Maverick, including 18 coveted half-time spots during Sky’s top live Premier League fixtures.

This nationwide call-to-action got everyone sharing their best goals. We maximised the volume of entries through social channels and key media platforms for our audience like talkSPORT and The Lad Bible among others.

Having greatly exceeded our target for entries, our talent chose their favourite screamers, and we moved into the second phase - ‘celebration’. Nine different TVCs were phased and aired including five ‘Goal of the Week’ ads to showcase the main contenders.

Social and partner channels went crazy as fans shared the best goals in their thousands. Our winner, Colin Quirk, then became the UK’s most famous amateur player with his goal viewed and admired by millions across all channels.

On-trade sales rose 4% year-on-year making it Budweiser’s best-ever year for on-trade to date. Beyond the 150 million TV impacts that showcased Dream Goal to more than six million of our 18-34 male audience, our digital activity smashed all benchmarks for engagement.

Facebook saw a campaign engagement rate of over 25% (vs. 1.15% benchmark) with our 90” hero video receiving an unprecedented engagement rate of almost 37%! Our recruitment target of 500 goals on the hub was doubled, to 1,109. The amateur goals on the Budweiser website were viewed over 300k times and gained 8.5 million views on Budweiser’s social channels, and an estimated 15 million across all platforms.

“The collaboration between a whole spectrum of media partners was unprecedented and enabled us, a multi-national beer brand, to become a valuable part of our audience’s day-to-day search for entertainment and social-currency.” - Andre Finamore Amaral, Senior Brand Manager Budweiser UK.