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Our Work

Budweiser Bring Home The Bud

Elevate Business Performance, USA

Overview

Budweiser’s World Cup pivot drives double-digit growth

What: Budweiser as a brand has always been synonymous with the World Cup – having been an official sponsor since 1986. And beer has always been synonymous with the fan experience and celebrations surrounding the game even longer. Much to our surprise, two days before the Cup kick-off, beer was banned from being sold to fans in- and around the stadiums in Qatar.

 With that, Budweiser was left with a warehouse full of beer that could not be sold. 

 

And a global marketing and experiential plan, four years in the making, completely turned on its head.

We couldn’t let this opportunity go to waste. So we flipped the script and announced that we’d give away all of the would-be World Cup beer to whichever country won the Cup. It wasn’t just about re-mobilizing a behemoth plan and global organization. But also about galvanizing fans around a new movement called #BringHomeTheBud

OVERVIEW

The results – what we achieved

The campaign became a cultural movement, driving brand fame and resonance with young LDA adults. Media coverage was truly momentous and widespread globally: everyone from ESPN to Sky Sports, The Guardian, and NPR took part in the conversation. SNL did a skit about it. One Argentine fan even got a tattoo of it. And scores of Ecuadorian fans even chanted for it during their Cup match.

255 Bill

Impressions

$400 Mill

In Earned Media

 

making up over 70% of all mentions amongst other sponsors.

 

Budweiser stayed true to its promise of making the World Cup an unforgettable experience for consumers around the world. Over 1.2M coupons for free beer were distributed to legal drinking-age Argentinians in the two weeks following the team’s win, and local alcohol delivery services tracked a 400% increase in orders compared to the year prior. Compared with pre-kick-off deliveries, Ze and TaDa reported a combined 34% increase in ice-cold Budweiser deliveries in the country. Budweiser’s agile efforts proved successful, with net revenue growing by double digits, showing the strategic pivot made a lasting impact on consumers around the world.  

1 Mill +

Social Media Mentions

#1

Share of Voice

OVERVIEW

The results – what we achieved

Awards & Creds

Because sometimes it is all glitter and gold…

Titanium Lion
Cannes Lion
2023
Silver Lion - Real-time Response
Cannes Lion
2023
Bronze Lion - Market Disruption
Cannes Lion
2022
Idea
Andy Awards
2023
Bravery
Andy Awards
2023
PR - Reactive Response
D&AD
2023
Grand Prix
Drum Creativity Awards
2023
Travel, Leisure & Sport
Drum Creativity Awards
2023
PR
Drum Creativity Awards
2023
Silver - Social Media: Social Post - Real-time Response
One Show
2023
Bronze - Out of Home: Brand Installations
One Show
2023
Gold Clio - Integrated
Clio Awards
2023
Gold Clio - Social Media: Real-Time Response
Clio Awards
2023
Gold Clio - Out of Home: Ambient
Clio Awards
2023
Silver Clio - Public Relations: Real-time Response
Clio Awards
2023
Silver Clio - Experience/Activation Guerilla
Clio Awards
2023
Global Campaign
Shorty Awards
2023
Launch Campaign
Shorty Awards
2023
Real Time Response
Shorty Awards
2023
Wine, Beer, Spirits
Shorty Awards
2023