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Webby 2019

Challenge:

Its never been harder to stand out as a FIFA World Cup sponsor thanks to fragmented viewing behaviors and $2.4 billion in competitive media spend across sponsors and advertisers.

Our job was to leverage Budweiser's sponsorship of the 2018 FIFA World Cup and win the attention war by becoming the most talked about brand during the tournament.

Solution:

We used the power of platforms, products, and consumer behaviors to elevate the fan experience and amplify the euphoric energy of the World Cup.

With extensive planning across the campaign, we decided to “go big” on a few key areas that would drive performance. We had distinct content pillars optimized to drive our earned media objectives, worked with each social platform to leverage their strengths and build first-to-market products, developed a media and partnership plan to infiltrate football culture outside our channels, and built a custom reporting dashboard to monitor the markets around the world.

The heartbeat of this strategy was an integrated team embedded in Russia for the entire World Cup, constantly optimizing and improving the effectiveness of the campaign as the tournament went on.

The Results:

Budweiser had the most used branded hashtag (#ManoftheMatch) during the tournament according to Twitter, beating all competitors like Nike and Adidas. Additionally, the global content combined to drive over 575 million video views. We also received over 80,000 new followers on Instagram and Twitter (a 25% growth rate).