Budweiser FIFA World Cup Campaign

Budweiser, a beer brand, distributed noise-activated light-up cups in stadiums across Russia to reach a global audience during the 2018 World Cup.

Summary

Marketing Challenge: How to champion Budweiser's dream of bringing people together while energizing and inspiring football fans watching the World Cup.

Methodology: Qualitative research leveraging in-depth interviews, ethnographies, focus groups, online communities.

Quantitative research to understand conscious and nonconscious reactions to creative assets

Software Intelligence to understand video consumption

Creative: Creative videos rolled out across the world on TV and Digital platforms. In addition, noise-activated light-up cups were distributed in all World Cup stadiums. Finally, strong activations occurred on Twitter and other platforms driving the #reactionchallenge

Business Impact:Budweiser became the most discussed brand during the...

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