Budweisser King of Football Case Study
Kicking off the campaign early in the season, Budweiser launched on OOH with iconic sites using the Key Visuals displaying top players in the Premier League behind the Be A King brand message. The global TVC tagged; Make Way for The King :30 commercial also launched pre-season. The next phase of the campaign met the launch of the Take Your Shot videos, encouraging fans to seize the moment and take their shots in life, taking inspiration from the favourite celebrities and football idols. The video featured the likes of Banky W (Nigerian Pop Icon and Actor) Ebuka (Nigerian TV Personality) and Ian Wright. These videos were amplified via top-tier media and influencers along with broadcast integrations.
On the big screen, Budweiser maintained presence with the La Liga media broadcast package on Super Sport, enjoying presence on all Live La Liga matches. And further owned the big screen with Kings of Football Show – a football TV asset also on SuperSport hosted by Jimmie The Entertainer and Osereme, where football fans can connect with players and their favourite personalities through different passion points and get inspired to be kings of their own lives.
28 episodes into the show, we have featured various artists and celebrities such as Teni, D Banj, Vector, Mike Aireyys, Ebuka, Blaq Bonez, Joe Boy, Ill Bliss, Banky W, YCee and many more. The show is the first-ever Football Lifestyle show curated for a Beer brand in Nigeria.
On match days, Budweiser hosted viewing parties to create excitement amongst fans and celebrate in a Football-Party format. This phase met the launch of the 600ml Premier League Cans, designed with the Premier League Trophies with sleek red outlook. The social media war room was also active to create content on social media during the games to ensure the brand was a part of the conversation.
Some of the second screen tactics included the King of The Match twitter gaming challenge, where fans get notifications weekly to make their picks for KOTM using a chatbot on the Twitter App. The property was a huge compliment to the global Budweiser King of The Match asset and garnered over 69,000 registered players within three months of activation.
