Budweiser launches 'King of Pubs' campaign ahead of World Cup

6th June 2018

Budweiser is helping pubs and bars celebrate the euphoria of fans ahead of and during this year’s FIFA World Cup™, with the launch of ‘King of Pubs’.

The brand will help customers drive footfall, increase dwell time and drive rate of sell, with the King of Pubs competition, as well as a MatchPint partnership, high-energy viewing parties and a series of football-focused prize giveaways for punters.

King of Pubs is a national search for the country’s highest energy pub, with the most euphoric atmosphere for watching football.

Ten pubs and their punters will go head-to-head during the FIFA World Cup™ to win the coveted ‘King of Pubs’ title, as well as Budweiser’s £10,000 Pub Futures grant. The Pub Futures grant is an investment by the UK’s fastest growing beer brand[i] to secure the future of the winning local for its passionate, football-loving community.

Budweiser is celebrating establishments that showcase the most passionate displays of fan euphoria during 2018 FIFA World Cup™ games.

Pubs will use its Budweiser Accumulator decibel scale to measure fan cheers during the action, with results displayed on a live leader board. The pub that accumulates the most decibels across the month will be crowned the King of Pubs.

Ten venues will be taking part, showcasing a breadth of establishments and fan euphoria from across the nation – from local legend The Murderers in Norwich, to student hot-spot Footage in Manchester, and Newcastle’s 146-year old The Waiting Rooms.

Each of the ten venues will be calling upon their local community and football fans to come down and show their support at upcoming games, helping them to put their name to the top of the live leader board. Pubs and fans can check in on their efforts and see how their local is doing in the ‘King of Pubs’ competition throughout the FIFA World Cup™.

The winning venue will be awarded with £10,000 that will be invested directly into an aspect of the pub that will improve its offering to its loyal punters, such as its entertainment offering; drink service; or extended seating. Participating pubs and bars will be fitted with limited-edition illuminated fonts, driving stand-out on bar.

Customers will also be provided with visibility kits to help boost consumer excitement; including posters, FIFA World Cup™ wall charts, tent cards and bunting. Red Light Up Cups will be provided to each venue; the first-ever noise-activated cup which responds to the energy of fans watching the tournament by lighting up as cheering, clapping and excitement gets louder, the Red Light Up Cups embody the energy of euphoric fans.

In-venue consumer competition
To further pique consumer interest and drive rate of sale, Budweiser is launching a competition for consumers to win exclusive FIFA World Cup™ prizes. With every purchase of a Budweiser pint or bottle, pubs can offer their punters a scratch card. Each scratch card will reveal a unique code to be entered at or via the Bud Bot to reveal if they are a lucky winner.

The prizes range from exclusive Budweiser merchandise, including limited-edition bags, hoodies, t-shirts and footballs, and the Grand Prize – there’s 14 tickets to the FIFA World Cup™ Final to be won across in-pub and in-store competitions.

The lucky winners will receive the full Budweiser World Cup experience: tickets, four nights’ accommodation for two, round-trip flights, pre and post-game entertainment and transport to/from the stadium.

Viewing parties
Creating unrivalled experiences for consumers, Budweiser is working with ten high-footfall, premium located venues across the UK to host viewing parties. Fans will be immersed in the euphoria of the tournament, thanks to Budweiser and its customers; games will be shown on big screens, epic DJs will be hosted for before and after parties - to build and maintain energy levels, and there will be exclusive promotions and giveaways for fans, so that they can take a little bit of Budweiser energy home with them.

Working with MatchPint
During the FIFA World Cup™ Budweiser is working with MatchPint. The app uses geotargeting to direct users to nearby pubs showing matches, with personalised messages and offers depending on the fan’s allegiance. When at a participating venue fans can check into the MatchPint app and unlock a series of possible offers, helping pubs drive footfall, dwell time and rate of purchase.

Football provides a key sales driving opportunity for pubs and bars. With the FIFA World Cup™ being a big ticket event drawing fans from across the globe to support their countries, the tournament offers an unparalleled opportunity.

Budweiser’s exciting national activity will drive consumers into over 10,000 participating venues, as well as increasing both dwell time and total spend. During the 2014 FIFA World Cup™, Budweiser increased volume by 21%[ii] and penetration for 46%[iii], presenting tangible results for customers. The premium beer brand is also able to command a higher price point than key competitors.

Sascha Cordes, Senior Brand Manager at Budweiser UK, said: “Football, and the 2018 FIFA World Cup™ in particular, is one of those special occasions that brings everyone together to celebrate the beautiful game. Pubs and bars are at the heart of communities across Britain and we wanted to recognise the amazing energy they create through our King of Pubs competition.

“Budweiser is working with over 10,000 venues across the UK to harness and celebrate the powerful energy of fans via unique and exciting activations, to deliver increased footfall, dwell time and rate of sale. And encourage fans to return to the venues again and again, for the FIFA World Cup™ and beyond.”

As well as directly supporting over 10,000 venues via an exciting array of in-venue activity and consumer competitions, Budweiser is creating a breadth of epic on and offline experiences for the UK’s football fans to celebrate the 2018 FIFA World Cup™ in new and innovative ways:

The Bud Bot
Budweiser has created a Facebook Messenger Chatbot – aptly named the Bud Bot – to provide the ultimate FIFA World Cup™ guide for the UK’s football fans, driving meaningful relationships between consumers and Budweiser over the course of the tournament.

The Bud Bot will create a hub for avid football fans, offering unique and exciting experiences; from a platform to vote for the official Man of the Match and enter once-in-a-lifetime competitions, to signposting Budweiser-stocking bars and stores, plus offering home deliveries of Budweiser to enjoy with mates whilst watching the game.

Red Light Cups
As part of “Light Up the FIFA World Cup™”, Budweiser will be releasing its Red Light Cups. More than eight million cups will light up in over 50 countries throughout the tournament, with every beer at official 2018 FIFA World Cup™ stadiums being served in a Budweiser Red Light Cup.

For fans in the UK, the Red Light Cups will be featured at Budweiser viewing parties and events, and in special Budweiser packs in ASDA stores nationwide, as well as being available via on-pack competitions.

The Bud Boat
Budweiser has created the Bud Boat – which will be one of the most epic places for fans from all over the UK to watch the FIFA World Cup™.

Cruising down London’s iconic River Thames, the Bud Boat will be the heartbeat of the city’s FIFA World Cup™ celebrations. Hosting unrivalled screening parties, awesome DJs, and amazing bars – and more – the Bud Boat will be the place to watch your team play.

Pictured: Former England player Martin Keown enjoys a Budweiser at the launch of King of Pubs

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