Creative activation strategy for Budweiser “Spotlight of the Day”

In a ground-breaking collaboration, Budweiser joined hands with FIFA for the FIFA Women's World Cup 2023 as an official partner for the very first time. This partnership marked a significant milestone, as Budweiser endeavored to establish itself as an integral part of Women's Football.

Summary

Process: Produce video and static assets in near-real time, designed to captivate the FIFA and Budweiser social channels, all across multiple time zones with different stakeholders.

High-Quality Assets: Showcase high-quality static and motion assets coupled with thoughtful copy.

Additional Exposure: Create a ripple effect of Budweiser “Spotlight of the Day” extended beyond FIFA and Budweiser's official channels.

Process: Produce video and static assets in near-real time, designed to captivate the FIFA and Budweiser social channels, all across multiple time zones with different stakeholders.

High-Quality Assets: Showcase high-quality static and motion assets coupled with thoughtful copy.

Additional Exposure: Create a ripple effect of Budweiser “Spotlight of the Day” extended beyond FIFA and Budweiser's official channels.

Challenge

The challenge was clear - how could Budweiser, a beverage giant, seamlessly integrate itself into the world of women's football and make its presence felt on the global stage? This called for the creation of a novel digital initiative: "Budweiser Spotlight of the Day". Budweiser “Spotlight of the Day” was conceived as a daily stage for celebrating standout moments, players, and teams during FWWC23 - but with a short turnaround time on every match, how could we consistently deliver results in a packed tournament with multiple sponsors?

Results

Assets: We produced 50 video and static assets in near-real time for stakeholders, designed to captivate fans on the FIFA and Budweiser social channels. Remarkably, from the initial idea and planning phase to full implementation and asset production during the tournament, this project was completed in under six weeks.

50X

Engagement: On FIFA's social channels, SOTD achieved remarkable success with over 27 million video views, 62 million impressions, and more than 550,000 interactions.

62M

Exposure: A well-thought-out publishing strategy was instrumental in amplifying the impact of SOTD. The Philippine Football Association and other associations actively shared SOTD content on their social channels, broadening brand awareness and reach.

Solution 1

Budweiser Spotlight of the Day came to life as a daily celebration of exceptional moments in women's football. The production process was streamlined, with daily exchanges on match days, collaboration across various time zones, and quick feedback and approvals.

Solution 2

Swift feedback and approvals streamlined the creation of SOTD assets. Notably, this project introduced a novel asset type - a series of match images combined to craft engaging videos, shining a light on key players, first-timers, and underdog teams every match day. High-quality static and motion assets, complemented by meaningful copy, highlighted historic moments, player performances, and critical statistics.

Solution 3

Stories were employed to enhance awareness and drive views for video posts, while Instagram, Facebook, and Twitter were leveraged for carousel posts, transforming the FIFA Women's World Cup into a stage for showcasing skill, talent, passion, and celebration.