Budweiser, the Official Beer of the FIFA World Cup, launched on 8th May “Light Up the FIFA World Cup” its global campaign for this sporting event including global advertising featuring the largest beer delivery to date (by drones), the deployment of eight million noise-activated Red Light Cups that light up in response to fan cheering, and a wide range of integrated experiential, digital and social programs to be held in more than 50 countries.
The Red Light Cup
The true star of the “Light Up the FIFA World Cup campaign is the Budweiser Red Light Cup which embodies and responds to the euphoric energy of fans watching the tournament.
Unlike any other FIFA World Cup cup that has come before, the Budweiser Red Light Cups are noise-activated, lighting up to visibly display fans’ excitement and energy with increased frequency as their cheering and clapping gets louder to match the action on the pitch.
More than eight million cups will light up in 50+ countries throughout the tournament. For fans in Russia, every beer purchased at official 2018 FIFA World Cup stadiums will be served in a Red Light Cup, and for fans around the world, the Red Light Cups will be featured at each of Budweiser’s global viewing parties and events and available with purchase of special Budweiser packs. There will be more than 70 declinations of the cup, including cups tailored to every match throughout the tournament and in a wide range of languages.
Drone “delivered” advertising
Budweiser’s global advertising campaign, “Light Up the FIFA World Cup”, highlights the most ambitious beer delivery ever through different creative executions, including :15, :30 and :90 ads, that show how Budweiser is pushing the energy levels of fan’s football celebrations worldwide as the Official Beer of the 2018 FIFA World Cup.
The commercial shows the journey of thousands of drones as they carry Budweiser from the St. Louis brewery straight to Moscow with the ultimate goal of delivering easch of the fans crowding a stadium with their very own Budweiser. The spot culminates with fan cheers activating Budweiser’s Red Light Cups throughout the stadium, showing the energy and excitement of fans at the FIFA World Cup.
Additionally, the longer form :90 spot features the heroic adventure of Bud 1876, the underdog drone, overcoming a dramatic series of obstacles as it flies over multiple cities around the world – from Shanghai to Rio de Janeiro – to make a triumphant arrival at Luzhniki Stadium in Moscow. Bud 1876 delivers a Budweiser to the lone beer-less fan in the stadium, capping an emotional and euphoric journey to resonate with football fans around the world.
The advertising campaign is running in more than 50 countries around the world, across television and digital channels. And fans are encouraged to engage with the “Light Up the FIFA World Cup campaign through Budweiser social channels.
Budweiser and Football
Budweiser has a strong commitment to football globally, having served as official beer sponsor of the FIFA World Cup™ for over 25 years, and with an ongoing commitment through the 2018 and 2022 tournaments.
While Budweiser will serve as the official beer of the 2018 FIFA World Cup Russia™, Anheuser-Busch InBev will leverage its high-quality portfolio of beers around the world by once again extending local sponsorship rights to its leading brands in select football markets, including, but not limited to, Brahma (Brazil), Harbin (China), Corona (Mexico), Jupiler (Belgium and The Netherlands), Klinskoe (Russia), Hasseröder (Germany) and Beck’s (Italy), among others.
Image over the headline.- Budweiser’s “Light Up the FIFA World Cup” campaign highlights the most ambitious beer and energy delivery ever, as drones carry Budweiser from the St. Louis Brewery to viewing parties around the world and the Luzhniki Stadium in Moscow. © Budweiser.
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