Budweiser boosts pubs ahead of FIFA World Cup with MatchPint partnership
20th February 2018
AB InBev has announced that Budweiser, the official beer of the FIFA World Cup, is partnering with MatchPint to support the UK on-trade over the course of the tournament and throughout the sporting year.
During the World Cup fans will be encouraged to visit Budweiser pubs through exclusive offers and competitions via the MatchPint app. These include the chance to win World Cup tickets as well as footfall-driving drinks promotions, enabling punters to get a pint on arrival with a flash of their phone, easing waiting time at the bar.
In a clear commitment to UK pubs and bars, Budweiser’s offers through MatchPint will be promoted to fans through a major OOH and digital campaign in the build up to the World Cup, with a focus on driving pub visits throughout the tournament.
The app uses geotargeting to direct users to nearby pubs showing sport, with personalised messages and offers depending on which teams a fan supports, and which pubs nearby are showing the relevant events. Fans can then unlock a series of possible offers once at the bar.
The partnership is designed to help pubs thrive during the entire sporting year by attracting footfall, increasing dwell time, driving rate of sale and securing return visits. Across three national customer trials since 2016, MatchPint has generated an additional 5% like-for-like sales growth during sports events, equivalent to six times return on investment.
As well as activation around the World Cup, Budweiser will also run offers and prizes through MatchPint for other major sporting events in 2018 to ensure a boost to on-trade all year around.
Rowan Chidgey, Marketing Manager, Budweiser UK, commented: “It’s a huge year for pubs with the FIFA World Cup™ fast approaching and we are committed to helping publicans and bar owners take full advantage of the sporting calendar. Our partnership with MatchPint will not only help maximise sales during the summer but also drive footfall around the major sporting moments throughout the year.”
Dom Collingwood, Co-founder, MatchPint, added: “There’s some really interesting stuff going on here. In what we believe is an industry first, a global drinks brand is using its marketing weight to drive footfall into the on-trade rather than simply building brand awareness.
“Having sought input from pubs and bars across the country, the campaign will focus on three major elements: driving footfall into Budweiser stockists (regardless of what drink the consumer chooses), getting fans to stay in the pub longer either side of big games, and dialling up, rather than turning down, the support when England aren’t playing and once they go out.