Budweiser x FIFA World Cup / Experiential / Russia 2018

How do Budweiser engage UK football fans during the build up to the World Cup in a way that unites their love of the game with the proudly-American brand?

With Bud Pong Penos! This isn’t beer pong… This is Bud Pong Penos! A unique mixture of the dreaded penalty shootout and beer pong.
We set up three huge Bud Light Up Cups, proportional in size to a football sized ping-pong ball, and got visitors to the event to try and chip or bounce a football into one of the cups. If they did, the cup would light up and a crowd would cheer over the speakers. Success was rewarded with prizes including free beer and the chance to win tickets to Russia for one of the games.

This provided an addictive and fun way for Budweiser to engage with football fans eagerly anticipating the World Cup as well as putting an American twist on the game itself and reenforcing their status to guests as the official beer of the tournament.

Role: Art Director

Agency: Elvis Communications

Creative Director: Neale Horrigan