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

view 1 related image

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

View next/previous articles

Currently reading -

GLOBAL: A-B InBev to launch Budweiser reality show

There are currently no comments on this article

Be the first to comment on this article

Related articles

Research in Focus - Back to the Future - Reassessing Projections in a Tumultuous World

As the fiscal and social maelstrom of the Great Recession started showing signs of abating, projections in October 2009 for the alcoholic drinks industry were relatively positive as most leading economies returned to growth. Nevertheless, and while a relative resurgence was indeed witnessed in a number of markets and categories, financial clouds are still ominously dotting the horizon in the form of spiralling country deficits, plummeting consumer confidence and unemployment rates stubbornly stuck in the high single digits. Euromonitor International's latest global briefing 'Alcoholic Drinks: Changing Growth Scenarios and Corporate Responses' hence serves as a compass in the still troubled international operating landscape, pinpointing opportunities and pitfalls amidst the post-recessionary clutter. Spiros Malandrakis investigates.

UK: Molson Coors defends payment terms change

Molson Coors UK has defended its decision to extend the length of time it takes to pay suppliers, following criticism from a business trade body.

just the Facts: The world's top drinks brands

Consultancy group Interbrands has published its list of the top 100 brands in the world by value. Here, just-drinks picks out the best performers from the drinks sector.

just-drinks tagline

Not a member? Join here

Decrease font sizeDecrease font sizeDecrease font size Increase font sizeIncrease font sizeIncrease font size Comment on this article Email this to a friend Print this page