steve mendonça
creative director
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Budweiser 2018 FIFA World Cup

When Budweiser showed up to the 2018 World Cup in Russia, they did it in style.

My team and I were tasked with creating the most ambitious global campaign ABI InBev had ever undertaken. The campaign had to drive engagement through novel, culturally resonant, and scalable experiences.

I was on the ground in Moscow for 5 weeks, working in our pop-up best-in-class social media content studio with animators, data analysts, social media managers, videographers, and full production crew. My team and I produced real-time content reacting to the speed of the games.

To take our content beyond the game, hundreds of pieces of content were created covering all of the exclusive Bud branded experiences across Moscow.

From the Instagrammable Bud Hotel, to the star-studded performances at the Bud Club, the unique game watch parties aboard the Bud Boat, and more.

8 million Budweiser pints that lit up only when fans cheered, were distributed worldwide, accentuating their energy and excitement.

In total, over 2273 pieces of original content were generated, reaching over 1.2 Billion views in total – 900 million more than the client’s KPI.

In total, over 2273 pieces of original content were generated, reaching over 1.2 Billion views in total – 900 million more than the client’s KPI.

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Here's a classic case study breaking it all down.

Here's a classic case study breaking it all down.

Overall, the 2018 Fifa World cup campaign was the largest campaign in Anheuser Busch InBev’s history when measured by investment and reach. Sales were up over 8%, setting a high bar for any brand.

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