Many of the target market, 21-to-27-year-olds, have never tasted the beer despite huge awareness of the brand.
We were challenged to help turn that fact around, transforming sports fans into loyal brand ambassadors by owning the world of sport, sparking relevant brand conversations and pulling a few pints, too.
We hijacked the FA Cup Final by hosting a legendary party (even England manager Sam Allardyce stopped by for a beer).
We gate-crashed the hottest bars across the UK, getting football fans as hyped for a Bud as they were for the World Cup.
And we took the real NFL cheerleaders to Tesco, giving shoppers the chance to win incredible prizes.
The beer market in the UK is hugely competitive. But, after successfully engaging over 20,000 sports fans, the gap started to close for Budweiser, with an 8%+ sales increase, improved brand awareness and a huge boost in market equity.