US and GB: Budweiser launches its FIFA campaign – Did enough consumers take notice?
October 11th, 2022, Lesley Simeon

US and GB: Budweiser launches its FIFA campaign – Did enough consumers take notice?

Budweiser has launched its FIFA World Cup campaign called “The World is Yours to Take” in over 70 countries, with a video ad featuring players Lionel Messi, Neymar Jr. and Raheem Sterling. The campaign includes a number of activations such as an NFT programme and limited-edition bottle packaging with QR codes that customers can scan to win match tickets and other prizes.

Did Budweiser’s campaign engage Americans and Britons?

According to YouGov BrandIndex - which tracks consumer sentiment towards thousands of brands daily – Budweiser’s Ad Awareness metric in the US rose gradually post the launch of the spot. The metric – which indicates how many and which consumers are noticing the brand’s advertising – picked up from 16.7% on 14 September 2022 (a day before the launch) to 20.3% on 27 September 2022. In the UK, however, the metric dipped going from 6.2% to 4.4%.

Budweiser’s Consideration metric - which indicates how many consumers are considering purchasing from the brand, when next in market – grew from 12.2% on 14 September 2022 to 14.2% 27 September 2022 in the US. Whereas in the UK, it dropped from from 14.1% to 10.8%.

However, this isn’t the brand’s first advertising or marketing initiative for FIFA this year. In August 2022, Budweiser offered its customers an opportunity to win tickets to the FIFA World Cup. The activation – launched on 13 August 2022– involved customers scanning exclusive Budweiser QR codes to win a trip to the tournament.

Data from BrandIndex shows that US Ad Awareness scores for Budweiser increased after the activation – from 19.3% on 13 August 2022 to 20.1%% on 27 August 2022. Consideration in the US went from 11.8% on 13 August, touched 21.4% on 21 August before hitting 12% on 27 August.

In the UK, Budweiser’s Ad Awareness did not make major gains post the activation. Consideration grew slightly from 10.9% on 13 August 2022 and 11.7% on 27 August 2022.

While one lone campaign or activation can’t be used to determine the success of a sport sponsorship such as this, Budweiser might want to investigate what’s keeping Britons from reacting more enthusiastically to its communication.

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Methodology: YouGov BrandIndex collects data on thousands of brands every day. Budweiser’s Ad Awareness score is based on the question: Which of the following alcoholic beverage brands have you seen an advertisement for in the past two weeks? and delivered as a percentage. The Consideration metric is based on the question: When you are in the market next to purchase alcoholic beverages, from which of the following would you consider purchasing? and delivered as a percentage. Scores are based on an average daily sample size of 167 US adults/ 259 GB Adults between9 September 2022 and 27 September 2022/ 8 August 2022 and 27 August 2022. Figures are based on a three-day moving average. Learn more about BrandIndex.