Rise As One
Budweiser's creative campaign helped the good times roll in Rio and beyond.
Budweiser has been a FIFA World Cup™ sponsor since 1986 in Mexico.
In the years since, the brand has seen a significant growth in global recognition. The parent company, Anheuser-Busch InBev, extended local sponsorship rights to leading brands in select avid football markets, including Hasseröder in Germany, Jupiler in Belgium and the Netherlands, Quilmes in Argentina and Harbin in China.
Budweiser's global creative campaign honoured the universally shared emotions of a FIFA World Cup™ and captured the spirit of the tournament by focusing on the theme "Rise As One". The core campaign focused on the premise that despite regional rivalries, the world comes together every four years and we all #RiseAsOne to celebrate the beautiful game.
"Through our FIFA World Cup sponsorship, Budweiser is always looking for new ways to engage football fans and share their great passion for the beautiful game," said Camilo Durana, Global Director, Budweiser Sports and Entertainment.
#BudHotel the place to be
For 2014 FIFA World Cup Brazil™, AB InBev's local Brazilian brand Brahma enjoyed a strong presence (along with Budweiser), at mobile road shows, bar takeovers and custom-built structures all adding to the incredible atmosphere around game-days and beyond.
With one of the most successful activations in Rio de Janeiro, the #BudHotel, with its spectacular rooftop view, became party central for much of the tournament. Located on Copacabana Beach, international VIPs, sporting stars and revellers all came together to enjoy world class live music and superstar DJs.
Meanwhile, in every stadium, fans gathered at Budweiser Beer Gardens for music and drinks in a great pre-match environment. Both Budweiser and Brahma were available for sale at all concession points in the concourse levels, as well as mobile units throughout.
Each brand was also able to utilize official tournament marks for packaging, point-of-sale materials, as well as on-field signage and widespread outdoor billboards in each of the host cities.
A global highlight for AB InBev included the creation of limited edition gold bottles featuring the official FIFA World Cup™ Trophy – made even more popular with a @BudweiserFC dedicated Twitter feed. This iconic packaging image was used as a focal point in both worldwide and domestic activations.
Budweiser extended into the media space with the roll-out of a dynamic web presence which included a micro-site devoted solely to #RiseAsOne. Additional features such as a four-part documentary series explored the history of the beautiful game, as well as real life illustrations of the empowering and uplifting spirit of football.
Budweiser Man of the Match
The 2014 FIFA World Cup Brazil™ has already been dubbed the Social Media World Cup in some sections of the press, and there has probably never been an event shared by quite so many people in "real time".
The Budweiser Man of the Match initiative is a perfect case in point with more than four Million votes received between the Opening Match on 12 June and the Final on 13 July.
With multiple voting applications that included FIFA.com, BudweiserManoftheMatch.com, iOS and Android mobile apps, select Budweiser Facebook pages and Twitter feeds such as @FIFAcom – fans had a direct involvement in the matches. Their continued engagement ensured that the Budweiser Man of the Match awards presented to the winning player after each match provided a greater consumer significance and part ownership in making FIFA World Cup™ history.