Budweiser has rolled out a global campaign featuring footballers Lionel Messi, Neymar Jr and Raheem Sterling, to build anticipation for the upcoming FIFA World Cup.
The brand is the official beer partner for the football tournament.
The film showcases the footballers delivering golden tickets to the upcoming football tournament to fans across the globe. The footballers are seen rushing through foreign bylanes and catching flights to deliver the secret Budweiser red box that holds the FIFA tickets. The film aims to highlight the brand's offer of allowing fans to win a trip to the tournament as the 100-day countdown in the lead-up to the global sporting event begins.
With this film, the brand has also planned an in-person activation. In India, the brand is all set to host the game’s biggest fans at an undisclosed location on 13 August. Fans who signed up by scanning the QR code will receive coordinates to the location for a one-of-a-kind experience with the promise of special red prize boxes for 100 lucky football supporters.
Vineet Sharma, vice president, marketing - South Asia, AB InBev, said, “Budweiser and FIFA enjoy a long-standing partnership that dates to 1986, making the brand the official beer sponsor of world football’s top competition for the tenth time. Today, we are stoked to see a cricket-loving country like India gripped by football fever. The ‘drop’ is only the first of many experiences lined up for our consumers and football fans in the country.”
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