2018 FIFA World Cup – Free Budweiser if England Wins

UMBRELLA

Budweiser’s global 2018 FIFA World Cup sponsorship tie in included a global advertising campaign ‘Light Up the FIFA World Cup’ - a commercial showing thousands of drones carrying Budweiser to fans.

The campaign ran in 50 countries around the world through television, digital and social media channels.

Umbrella were part of the UK team involved in Budweiser’s local activations, building campaigns that connected with national pride in home markets.

So when England made it through to the semi-finals, Umbrella went full steam ahead with their local activation plans –a pledge to give England fans free beer in the event of the team winning.

SPORTING PROMOTIONS - STRATEGY & DELIVERY

ADVISOR FOR WORLD CUP REGULATIONS

MAXIMISING THE BUDGET

RISK MANAGEMENT – SAFEGUARDING BUDGET

UK

With 32 countries competing in the World Cup, when England made it to the semi-finals the chance of them winning the trophy became a reality. How could Budweiser amplify this potentially euphoric and historic moment – one that would live on in fans memories for many years to come?

Building maximum excitement the 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”.

Umbrella built a consumer journey to benefit both the brand and the consumer. If England had won, every adult in the UK would have been able to go online to claim a voucher redeemable for 24 hours after the whistle blew.