Budweiser is rolling out a blended PR push, outdoor stunt street tour and social media ‘Made By You’ campaign ambushing UEFA Euro 2016 that revolves around a batch of its beer that it has infused with the passion of England football fans.
Accompanied by former national team stars – including John Barnes and Graeme Le Saux – a tanker of Budweiser is touring a number of UK cities to meet fans and the official England Supporters Band.
Fans are invited to touch the tanker, and to sing and whistle at it, to ‘literally fill the brew with their supporter pride and passion’.
The campaign is being PR’d by Budweiser’s retained UK agency 3 Monkey Zeno (3MZ) and, after an initial street stunt at a Bud brewery near Preston, the first Budweiser ‘Made by Fans’ bottles are rolling off the production line and are being given away by the brewer via its social channels.
This stage of the initiative is promoted via a campaign run by social and digital agency Elvis and uses the brand’s umbrella #ThisBudsForYou hashtag, as well as a bespoke online film.
This is further supported across the beer’s social platforms such as Facebook and promoted by the former England player ambassadors on their own social channels.
This week I helped make the first ever football fan brew @BudweiserUK Made by Fans. #ThisBudsForYou #ad https://t.co/nKzXOHshfU)
— John Barnes (@officialbarnesy) June 13, 2016
Former Chelsea and Blackburn defender Le Saux commented: ‘I know first-hand just how powerful fan passion can be – it helped spur me on many a time throughout my career. I felt that passion again meeting thousands of football supporters across the country who helped instil their passion into this Made by Fans football brew by Budweiser.’
‘We wanted to create Budweiser Made by Fans to honour football fans up and down the country and to do something truly special to celebrate the upcoming summer of sport,’ said Budweiser UK senior brand manager Aina Fuller.
Comment
Budweiser is just one of several brands – from provocative work like that by bookie Paddy Power to rival marketing from beer brands like Carling (see case study) ambushing the tournament and its official beer partner Carlsberg’s extensive Euro 2016 activation (see case study).
Links
Budweiser UK YouTube:
https://www.youtube.com/user/budweiserUk
Budweiser UK Twitter:
https://twitter.com/BudweiserUK
Budweiser UK Facebook:
https://www.facebook.com/BudweiserUK
Budweiser UK Web:
