Cannes Lions

BUDX Doha

ABINBEV, New York / BUDWEISER / 2023

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Overview

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Credits

Overview

Background

As an official sponsor, Budweiser wanted to inspire fans by proving to a generation of them that when they dream big, anything is possible; ‘The World Is Yours To Take’ became the brand’s message and global integrated campaign.

As part of the global integrated campaign, the goals for BUDX Doha were to generate earned media and put Budweiser into the center of cultural conversation during the 2022 FIFA World Cup™ by harnessing the world-wide excitement and energy that surrounds the iconic event – particularly around fashion, art and music.

BUDX needed to activate authentic places within the tournament landscape, where Budweiser could actively engage top influencers, artists, and designers from around the globe to fuel cultural relevance online – and at the tournament.

Targets included 150 global influencers generating 1,500 social posts, 250MM media impressions, and a $10MM equivalent media value.

Idea

No creator or artist has one global stage where hundreds of millions tune in, and the modern football fan is passionate about much more than football.

To showcase the talents of inspiring creators and give the world something to dream big with, BUDX Doha gave 150+ international creators the global stage of the FIFA World Cup 2022.

Partnering with Grammy award winning artist Lil Baby, we created an official FIFA World Cup anthem and music video, then shot it during the tournament for the first time – partnering with top latin artists for local-led remixes in key markets.

Then by cross-pollinating fans passion points through a series of influencer-led experiences, content and concerts held at the Budweiser Hotel and Budweiser World Club – we invited creators to document their experience on social media, putting Budweiser in the heart of cultural excitement and energy around the FIFA World Cup.

Strategy

-As the brand’s influencer platform BUDX Doha targeted the top creators, and tastemakers from the world of sports, fashion, and music to a once-in-a-lifetime experience to strategically leverage their reach and maximize Budweiser’s global FWC relevance across multiple key markets. Budweiser’s strategy was to give space and opportunity to local creators on the rise, instead of prominent, internationally established artists

With a strong focus on cultural conversation and earned media, we gave creators a truly global stage to create custom content, collaborate, and share their dreams.

These influencers documented their experiences on social media over the 4-day period to show the 500MM fans what it felt like to be on the ground, in the stadiums and at the parties during the FWC.

Execution

BUDX is one of the most extensive integrated marketing and influencer hospitality programs to date inviting 150 international creators.

Budweiser partnered with global rapper, Lil Baby, to create “The World Is Yours To Take” anthem, which was used as the global campaign soundtrack.

We expanded global reach by working with Argentina/Brazil markets to make hit remixes with top Latin artists.

We created the first ever official music video to be filmed during the FIFA World Cup™ filled with cameos from BUDX creators – uploaded to all streaming services and FIFA’s YouTube.

The music video was shot in 4-days, edited in 2 weeks and delivered before the final.

We took over Doha’s W Hotel, creating the Budweiser Hotel and Budweiser World Club.

The Budweiser Hotel featured an “X-booth” for edited real-time content, DJ booth and content creation area, Budweiser studio and 8 live performances downstairs at the Budweiser World Club.

Outcome

BUDX offered significant organic engagement.

Together, the global talent generated over 4,000 pieces of earned content with a 5.3% engagement rate (5x benchmark) & 301MM+ impressions (20% ↑), across 6 global platforms, resulting in $52MM+ media value (420% ↑).

BUDX Doha delivered 8 live performances, over the 4-day period, at the Budweiser World Club with BUDX artists from 6 countries, delivering 159+ local media placements.

“The World Is Yours To Take” single garnered 20m+ plays and streams and was part of the official FIFA World Cup 2022 soundtrack.

The Bud Hotel and Bud Club received a 92% NPS score.

The brand achieved the number one share of voice across all brands on social media.

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