Budweiser's World Cup campaign is full of drones and high-tech beer cups
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Why go to the concession stand when a drone could deliver your next beer? That’s the future Budweiser imagines in its World Cup ad, which depicts Buds delivered by drone to thirsty fans at a soccer stadium in Russia, site of this year’s Cup.
The spot by Anomaly New York is part of what Anheuser Busch InBev describes as the largest campaign in its history when measured by investment and reach, hitting more than 50 countries. But with the U.S. team failing to qualify for this year’s Cup, Budweiser and other sponsors face a tough call on how much energy to put behind campaigns in the States, where TV ratings could be hurt by the absence of the home team.
Budweiser will not run the TV ad here, but still plans to deploy special packaging, digital, experiential and out-of-home advertising. “The U.S. continues to be an important market for usit’s our brand’s home market. But our World Cup campaign will be more limited here,” Brian Perkins, VP of global marketing for Budweiser, said in a statement. “However, given the global reach of the FIFA World Cup, this campaign is bigger than any one market,” he added. The brand is focusing its media support in China, Brazil, India, U.K., Russia, as well as countries that Bud has recently entered, including South Africa, Colombia, Nigeria, Ecuador and Peru, he said.
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