Budweiser is ready to launch its biggest ever campaign in more than 50 countries ahead of the FIFA World Cup. The ‘Light up the FIFA World Cup’ campaign champions Budweiser’s dream of bringing people together, while energising and inspiring the 3.2 billion football fans watching the World Cup.
As part of the campaign, a video of an ambitious beer delivery showing drones carrying Budweiser from its Brewery in St. Louis, Missouri (US) to World Cup watching parties will be used for ads on TV and social media. Budweiser’s Red Light Cups are also promoted and they include a microphone and three LED lights that pick up changes in decibels, so whenever fans are cheering or clapping the cup lights up.
More than eight million of these cups will be offered inside football stadiums in Russia, at viewing events and in bars around the world. “Our job as a premium beer brand is to make an event like this more fun, more celebratory and more social. Our whole campaign is centred on this sense of euphoric energy around the world and our call to action is to light up the FIFA World Cup,” said Budweiser’s global marketing VP Brian Perkins.
Even though the World Cup will kick-off in just little over a month, the geopolitical problems surrounding Russia led to only a few sponsors talking about their plans, a contrast to the event in Brazil when months out from the tournament sponsors were already flaunting their campaigns, signing up the starts of the game and getting their messages ready for the event.
Perkins said however, that Budweiser is purely focused on uniting people around the world. “The World Cup is an opportunity to bring more people together than any other event in the world. It’s a natural beer moment and a natural moment of celebration, so it’s our biggest opportunity to do our job,” he concluded.