GLOBAL: A-B InBev to launch Budweiser reality show

By | 29 March 2010

Bud House to host World Cup fans

Bud House to host World Cup fans

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Football fans from countries taking part in this summer's FIFA World Cup in South Africa are set to take part in a Budweiser reality TV-style show, as part of Anheuser-Busch InBev's sponsorship deal for the tournament.

A fan from each of the 32 countries will be selected to live in "Bud House" during the tournament.

Fans will be told to leave the house when their national team is eliminated from the World Cup, which takes place this summer in South Africa over June and July. The final two housemates will get tickets to watch their team in the final.

The game is part of a range of promotions being planned by Budweiser brewer Anheuser-Busch InBev as part of the beer brand's sponsorship deal with FIFA.

Budweiser will be the beer served at stadiums during this summer's tournament.

"The 2010 FIFA World Cup South Africa presents an unparalleled opportunity for us to fully leverage our new found scale and expanded brand portfolio for the newly formed Anheuser-Busch InBev,” said Chris Burggraeve, chief marketing officer of Anheuser-Busch InBev.

“Digital and experiential marketing will be at the core of our connection plans."

The brewer will use the name Budweiser United as a the title for its global campaign around the World Cup.

In markets where Budweiser is less readily available, the brewer will use other beers, such as Brahma in Brazil and Jupiler in Belgium, as part of the campaign.

During the tournament itself, the group will host a 'man of the match' poll via its website.

In the build-up, the firm is also holding the 6v6 Budweiser Cup, an international amateur football tournament. Local tournament champions will win an all-expense-paid trip to the World Cup, where they will play in the 6v6 world finals.

 

Sectors: Beer & cider, Marketing – advertising & promotions

Companies: InBev, Brahma

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