A Free Bud if England Wins The World Cup

Back in November 2018, there was 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.

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”.

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.

The Results

This generous free product offer really got everyone talking… including the press

And for Budweiser, being able to leverage their budget in this extended (and un-stressful) way was a win-win.