As anticipation was growing across the globe for the 2014 FIFA World Cup Brazilâ„¢, Budweiser proudly revealed Rise as One, their global creative campaign on behalf of their sponsorship of the global tournament. As the official beer sponsor of the 2014 FIFA World Cup Brazilâ„¢, Budweiser had designed a holistic creative platform under the Rise As One thematic, which served to celebrate the moments that united and inspired fans of the beautiful game around the world.
“While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years through shared passion,†said Andrew Sneyd, Global Vice President, Budweiser. “With the Rise As One campaign, Budweiser celebrates the world’s favorite game and its role in inspiring fans to celebrate the moments that unite us as a global community.â€
Budweiser is present in over 80 countries around the world, and Rise As One had truly global reach as markets around the world bought it to life through a unified platform including new television and out-of-home advertising, as well as customized local market activations and initiatives to engage fans in-store, online and across social channels. Additionally, Budweiser developed and distributed global broadcast and digital FIFA World Cupâ„¢ related content through strategic media partnerships.
In addition, they also proudly unveiled their unique packaging for the tournament, featuring the iconic FIFA World Cup™ Trophy which, since 1974, has represented the pinnacle of football achievement and the unity of a team and an entire nation. The limited edition aluminum trophy bottle was introduced simultaneously in more than forty countries, and served as the centerpiece of the brand’s packaging, which also included limited edition glass bottles, cans and secondary packaging, which was also available globally.
To realize the objective of recreating the magic of Brazil and building up the excitement for the launch of the FIFA World Cup 2014, Budweiser’s communication message to fans was “Celebrate as One. Play as One. Hope as One. Dream as One. Watch as One. Cheer as One. Come together and Rise as one.” To further this objective, there was a Twitter Hashtag Campaign with the Hashtag #RiseAsOne. To make the 2014 FIFA World Cup a memorable event for all Budweiser loyalists, they invited help through the following ways so that India can Rise as One..
Influencers could host Twitter contests for their followers during matches. Following are some contests that they could organize:
Week 1: The PlayerSharing situations with followers & asking them to dribble past them (with excuses)
Week 2: The Football Chronicler
Ask followers to share their best memories relating to Football
Week 3: Trivia KingSharing FIFA trivia questions and asking followers to get the right answers
Week 4: The Longest CheerAsking users to share cheers/slogan with the team they support. The influencer who manages to get the maximum cheers for his supported team will win.
There were Mini parties which took place through ‘House Party’ activations.
A tweetup was organized in Bangalore where there was an interesting activity called Pool Ball. If you would like to know more about Pool Ball, see the video below. It combines the fun and excitement of playing football on a large pool table. Influencers were introduced to the rules and asked to compete against each other. I was in the team with Nivedith and we gave tough competition to the team which finally won which had Deepak Rajanikanth and Mayank Agarwal. It was a fun activity as you can see from the pictures above where we had an amazing time playing pool ball and enjoying buds with our buddies!
At the start of the Tweet-Up, people who are not at the event were encouraged to tweet and participate to be a part of the virtual Tweet-Up. There was a contest to showcase #RiseAsOne through lens. The complete activity weaved in the core concept of #RiseAsOne and asked the users to click photographs based on this theme. They had to upload them on Instagram, Twitter, FB etc. (only public profiles included) with the hashtag #RiseAsOne. The one portraying the theme in the best possible way won a house party and FIFA merchandise. With food, Buds and dance, the Tweet-Up ended whilst recreating the whole carnival experience of Brazil for the influencers and packed in a lot of excitement at The Humming Tree, Bangalore.
Budweiser #RiseAsOne Bangalore tweetup was conceptualized and organized by Geek Creative Agency from Bangalore, India. You can find out more about them here – http://www.geekcreativeagency.com/ … For more details, visit www.riseasone.com and www.facebook.com/Budweiser