BUDWEISER – LIGHTING UP THE WORLD CUP

Major excitement across the nation! England made it to the semi-finals!

Not only did Budweiser’s sponsorship activity, titled ‘Light up the FIFA World Cup’, connect with billions of passionate football fans globally, but when it came to England fans, the platform had never been so long-lived. Budweiser’s activity was immersed in the euphoric energy of England’s (surprise) success. A positive association Budweiser will undoubtedly be benefiting from for years to come.

We worked with Budweiser’s parent company, AB-Inbev, to leverage the opportunity of being official sponsor to the world’s biggest sporting event.

The resulting promotion was launched with a big surprise announcement to the press from former England Captain, Steven Gerrard….

“A FREE BUD FOR THE NATION IF ENGLAND WINS THE WORLD CUP”.

It was the perfect gesture to show Budweiser’s support for the team and reward everyone who brings the country closer together.

This type of conditional offer is a lot less stressful and nail-biting than you might think – for the brand at least! Covering off the financial risk with Umbrella and getting all the additional advice around the legalities, means even if your team are soaring through to the semi-finals, you can still enjoy the game, safe in the knowledge that Umbrella will be the one paying out, not you!

Here’s how the promotion would have worked had we won:

To claim their free Budweiser, those of legal drinking age would have had to register online where they could download a coupon via a secure print platform for their free Budweiser. This was valid in retailers nationwide for a limited time only.

Services: Sponsorship consultancy, risk management, coupon platform delivery