Budweiser King of Football Show
Category: Channel | Use of Media Award Level: GOLD Brand: ABInBev - International Breweries | Entrant Company: Vizeum, Lagos, Nigeria Background
Budweiser is the official beer sponsor of the EPL/LA LIGA
However, its biggest competition had sole rights to ads on the big screen. So how could we keep the King of Beers top of mind during the League without the Premier League Broadcast package? By creating our own platform KINGS OF FOOTBALL where viewers could connect with their favourite stars through different passion points. Strategy
The landmark achievement of Budweiser as the global sponsor of the 2018 FIFA World Cup in Russia has made a statement that football is a major passion point for the Budweiser consumers.The King of Beers is now the Official Beer of the Premier League and La Liga. So how could we keep the King of Beers top of mind during the League without the Premier League Broadcast package?
We created a football show that encapsulates the brand essence and enhance the perception of Budweiser as a premium Beer for all soccer occasions, a beer that connects all football fans and players through different passion points.
We also know fans aren’t really on the big screen during the games. 80% of them are on the second screen. Sharing the euphoria with their friends and family. Because it isn’t really about the game, it’s about how the game makes them feel. So we developed a digital strategy to promote these moments on the show to drive earned media using behind the scenes content with celebrity guests. Execution
We created a first of its kind magazine styled football show that presents on and off pitch engagement of the footballers and taking fans closer to their favourite superstars.
We created voltage by combining thrilling big screen content, consumer-centric second screen engagement and Budweiser offline activations to create a high energy experience throughout the football season.
In partnership with Super Sport we booked a 40 Episode slot on Super Sport 3, every Friday by 9pm with over 20 repeats weekly across Super Sport channels on DStv and GOtv.
The hosts, Jimmie The Entertainer and Osereme are on air every Friday to inspire football fans by creating a stronger bond between the fans, football players and their favourite personalities through different passion points. The show featured segments such as; Goal Highlights, Kings of Style, Know your Kings, Celebrity Guest Feature, Guest Pundit Feature & Take Your Shot. To drive earned media we used behind the scene content on social media. Results
During the campaign over 22Million people were Reached with over 71Million impressions and up to $2m was achieved as earned media. Overall ad recall for Budweiser was 8.9Pts over the industry average during the campaign period, while the rating of the brand in helping elevate the experience of Football fans increased by almost 40%.
Viewership for KOF (Fridays 9pm) has grown by 19% over the first half of the football season. 49% of consumers from a survey conducted also said the show lets them know Budweiser is the official sponsor of the PL, while 47% said it lets them know Budweiser is the King of Beers. Over 80% of the respondents from the same survey also find the show entertaining. To cap it all, 84% of respondents said the show is better than other football lifestyle shows.
Budweiser also recorded 64% sales growth over the campaign period.