The FIFA WORLD CUP™ creates a special energy that only exists once every four years. It is an epic global holiday, four weeks of euphoric freedom.

This energy emanates from the pitch and through the fans. As excitement builds, conversation ignites and debates erupt.

And what causes the most energetic debate from the pitch...? Who’s the best, who’s the GOAT, who’s the Man of the Match?

And off the pitch…? The celebrations of the fans, the pure joy, the collective jubilation. An experience enhanced by a premium beer like Budweiser.

Wherever this energy existed, Budweiser needed to be there; to amplify it, enhance it, improve it, and facilitate it…

BUDWEISER WOULD AMPLIFY THE EUPHORIC ENERGY OF THE 2018 FIFA WORLD CUP™

Globally consistent campaign activated across 59 markets that leveraged both from the pitch and off the pitch moments.

FROM THE PITCH

Harness the energy of the Man of the Match debate to turn into a social media phenomenon.

The 3 stage approach:

1. VOTE- Leverage the power of life sport and "2nd screen" to put the real-time decision in the hands of the fans, sparking conversation and debate.

2. AWARD- Turn the mundane trophy handover into the tournament's most sought after piece of content by using journalistic expertise to interpret the social conversation and ask the questions that matter most.

3. AMPLIFY- Distribute out content to the fans from the fans, in their voice!

OFF THE PITCH

Capture and amplify what we called 'Red Light Moments'- moments that Budweiser could truly 'own', moments that aligned to our brand purpose of energy and leveraged our key consumption occasion of the party.

FROM THE PITCH

1. VOTE- Twitter dominates conversation (86%) so we created a unique real-time experience; vote, share, debate - 64 matched x 5 languages x 32 teams x 23 players.

2. AWARD- Produced thumb stopping trophy handover GIF and asked post-match interview questions that linked to culture, away from boring "media trained" Q&A.

3. AMPLIFY- Ran a 24/7, 5-week "war room" producing and distributing content in real-time. Partnered with football influencers and fan pages and syndicated through global news outlets

OFF THE PITCH

- Gave fans experiences they had to share; at the Bud Club, Bud Hotel, on the Bud Boat.

- Released 8 million red light cups that literally lit up with crowd cheers.

- Engaged global influencers and superstars like Danni Alves in a"reaction Challenge", rewarding the ultimate euphoric celebration.

- Captured on-the-ground footage via our "Fan voice' program.

- Created first ever sound activated Snapchat lens.

Increased global Sales Volume by 8.7% and Net Revenue by 13%

Despite lower budgets we dominated the competition taking #1 spot in social conversation with 48% of all brand mentions.

Delivered 1.21 Billion views! Importantly 338 million of these were from earned media.

Drove an additional 2.9 Billion PR impressions, reaching 118 countries highlighting once again the true global exposure the World Cup offers.

Positive lifts in measured markets of our key brand attributes ““Successful International Brand” and “Adds energy to Social Occasion”

Activated across 59 markets, this was the biggest and most successful campaign in AB InBev history.