Budweiser’s #ToTheDream campaign with Sky Sports culminated at the end of the season with a 90-second TV ad to show the winners in its ‘Dream Goal’ competition.
Airing on Sky Sports during the final Premier League matches, the campaign asked fans to send in home-film footage of their own amateur goals.
Budweiser invited players everywhere to ‘Send Us Your Screamers’ simply by uploading video to the Dream Goal page on Budweiser’s campaign website.
The winning entries were then overlaid with commentary by Martin Tyler and analysed by former players turned Sky Sports pundits Jamie Redknapp and Gary Neville.
Thus giving the amateurs the same treatment as the professionals.
The site then hosts all the contenders from which the experts chose one to form the core of the brand’s spring ad campaign which launched during Sky Sport’s end of season coverage.
The competition was promoted on TV through the season.
The initiative was further supported with executions and initiatives across various other promotions and partnerships – including own brand digital platforms
And the winner is… Check out the top 3 Dream Goals chosen by Gary & Jamie now! #drumrollplease #topdraw #tothedream https://t.co/Nl40hg2Nyx
— Budweiser UK (@BudweiserUK) May 24, 2015
and Sky, Buzzfeed, The LAD Bible and TalkSPORT.
Plus an on-pack campaign strand further promoted the initiative with Budweiser packaging promoting ‘Dream Goal’ via a ‘scan to win’ code activated via the Budweiser app – which also offers an opportunity to win football kit, balls GoPro cameras to film them with and even a 50-inch TV.
The winning goal, scored by Barnton FC’s Colin ‘Quirky’ Quirk against North West Counties Division One rivals Daisy Hill was certainly spectacular.
The campaign was developed by agency Anomaly, while the media planning and buying was run by Vizeum.
‘Through Budweiser Dream Goal we want to capture the magic of Sunday league football, and elevate amateur star players to an almost professional status,’ says Budwesier senior brand manager Andre Finamore Amaral.
‘Every football fan dreams of seeing their goal on TV, and we are all thrilled to be making this dream a reality and continue our longstanding support of British football.’
Comment
Of course beer and football have gone hand-in-hand since time immemorial.
But the success of this initiative is based on the insight that amateur players and football fans all over the world have at some time fantasised about playing on TV.
It’s every young player’s dream (and some older ones too).
This Budweiser campaigns taps into this and makes that dream a reality.
Links
Budweiser Dream Goal Website:
http://www.budweiser.co.uk/dreamgoal/ad?gclid=CNXAwc_t5MUCFSXlwgod-FYANw
Budweiser Website:
Budweiser Google+:
https://plus.google.com/+budweiseruk
Budweiser Twitter:
https://twitter.com/budweiseruk
Budweiser Facebook:
https://www.facebook.com/BudweiserUK
Sky Sports Website:
Anomaly:
Vizeum:
