February 21 – FIFA sponsor Budweiser has launched its 2014 World Cup marketing campaign, Rise As One, aimed at celebrating the moments that unite and captivate fans and nations. The official beer sponsor’s global ad campaign will run on TV and outdoor in the run-up to the summer tournament and launches March 5.with a series of online teasers with a full launch being March 24.
Budweiser estimates that the TV ad, which will run until July, will be seen by 43 million people, while the outdoor covers a footfall of 12 million.
Andrew Sneyd, Global Vice President, Budweiser, said: “While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion.
“With the Rise As One campaign, Budweiser celebrates the world’s favourite game and its role in inspiring fans to celebrate the moments that unite us as a global community.”
The ad campaign, which has yet to be revealed, marks a first for Budweiser in that the creative is black and white
Jennifer Anton, Budweiser UK marketing manager, said: “Budweiser has purposely taken the colour out of it to just focus on the people and their emotion.
“In a sea of colour, you will see a black and white campaign which is very unusual. Budweiser will stand out with this.”
Budweiser is launching a ‘Budlocator’ multi-platform app which will locate the nearest bars and pubs stocking Budweiser and help landlords to promote the matches they are showing via Facebook.
A limited edition gold aluminium bottle featuring the World Cup trophy is also being launched as well as various on-pack competition to win different prizes including tickets to the tournament.
The hub of the digital activity will be located at riseasone.com.
Budweiser has been a FIFA sponsor since 1996 and has just renewed it sponsorship through to the Qatar 2022 tournament.
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