Budweiser powers up ‘Bud Bots’ for World Cup campaign


Budweiser has revealed its planned marketing activity for around the FIFA World Cup, including Bud Bots, the light up cups and the launch of the Bud Boat.


The activity kicked off this week in more than 50 countries around the globe, with the unveiling of the beer brand’s new global advertising campaign, “Light Up the FIFA World Cup”, which will go live in the UK on 13 May during the Premier League Final.

The Bud Bot

The beer brand has created a Chatbot – named the ‘Bud Bot’ – to provide a World Cup guide for the UK’s football fans, driving meaningful relationships between consumers and Budweiser over the course of the tournament.

The Bud Bot will create a hub for avid football fans, offering unique and exciting experiences; from a platform to vote for the official Man of the Match and enter competitions, to signposting Budweiser-stocking bars and stores, plus offering home deliveries of Budweiser to enjoy with mates whilst watching the game.

Red Light Cups

Budweiser will be releasing its Red Light Cups, noise-activated cups which respond to the energy of fans watching the tournament by lighting up as cheering, clapping and excitement gets louder; embodying the energy of euphoric fans.

More than eight million cups will light up in over 50 countries throughout the tournament, with every beer at official 2018 FIFA World Cup stadiums being served in a Budweiser Red Light Cup. For fans in the UK, the Red Light Cups will be featured at Budweiser viewing parties and events, and in special Budweiser packs in ASDA stores nationwide, as well as being available via on-pack competitions.

TV Commercial

In the UK, Budweiser’s “Light Up the FIFA World Cup” advert, which three out of four adults will have the opportunity to see, marks a key milestone in the 360-degree campaign.

In a nod to tradition, the campaign will have a significant TV presence through Budweiser’s partnership with ITV, which has exclusive broadcast rights to half of all FIFA World Cup™ games, including the opening match on 14 June, and England's final group game against Belgium. Through this, Budweiser will have direct TV Ad presence in and around the live games driving prime brand association with the tournament.

“Light Up the FIFA World Cup™” will be served in :15, :30 or :90 second formats, encapsulating the passion of fans across the globe as they enjoy the world’s biggest sporting event. The footage sees Budweiser embarking on an epic beer delivery, as thousands of drones carry bottles of the tournament’s Official Beer from its brewery in St. Louis, Missouri, where Budweiser has been brewed since 1876. The journey of the drones comes to an end when bottles of Budweiser are delivered directly into the hands of spectators across the globe; the UK’s footage shows football fans celebrating in the local pub.

Brian Perkins, VP Global Marketing at Budweiser, said: “As the most watched sporting event on the planet, the FIFA World Cup™ is the ultimate opportunity for Budweiser, the world’s most enjoyed beer, to connect with billions of passionate football fans globally. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over a beer and their shared passion for football.

“Our campaign captures the celebratory, upbeat and premium experience of the Budweiser brand, and fans will continue to see this come to life through our ongoing activations for the 2018 FIFA World Cup™.”

The Bud Boat

Budweiser has also created the Bud Boat – which will cruise down London’s River Thames hosting screening parties, DJs and bars.

Sascha Cordes, Senior Brand Manager at Budweiser UK, said: “Football, the beautiful game, is more than just a sport – and the 2018 FIFA World Cup™ is more than just an event. It’s an epic global party that promises to bring not just the nation, but the world together. We’ve been more ambitious than ever with our ‘Light Up the FIFA World Cup™ 2018’ campaign and want to celebrate the unrivalled energy of our football fans with unmissable experiences and surprises throughout. We can’t wait to get the celebration started!”


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