Event Marketer Summer 2023 - 48

BEST INFLUENCER
PROGRAM
EX AWARD WINNER
CAMPAIGN: FIFA World Cup: BUDX Doha
CLIENT: Anheuser-Busch
PARTNERS: Octagon, WINK
The palpable energy that the quadrennial
FIFA Men's World Cup conjures worldwide is
unmatched, and to tap into that passion for
the 2022 competition in Qatar, Budweiser
cracked open one of its most extensive
integrated marketing- and influencer-focused
hospitality programs to date. The brewer
leaned into its BudX influencer event platform
(marking the first time the program has gone
global) and gave 150 tastemakers from 18
markets the chance to create content on a
global stage while offering millions of fans
at home a rare look inside the on-the-ground
experience in Doha.
Hailing from the worlds of sports, music
and fashion, the diverse cast of global
creators were unleashed across a number
of curated experiences Budweiser built to
inspire " over-posting. " The anchor was the
BudX Hotel, a complete venue takeover where
the influencers not only enjoyed branded
suites, but touchpoints built to boost content
creation, including an X-booth studio where
content could be produced and shared in
real time. The hotel was branded from top
to bottom and brimming with shareable
moments, from a custom merch lab to
installations to Budweiser World Club, a fully
operational nightclub. There, select creators
performed for an international crowd alongside
some of the biggest artists in the world.
In between attending FIFA matches,
parties and performances, Bud took its guests
on a Qatari desert adventure to witness
something that had never been done before:
the creation of the first-ever music video to be
filmed at the FIFA World Cup. Bud partnered
with renowned rapper Lil Baby to craft a " The
World is Yours to Take " anthem (a recreation of
Tears for Fears' " Everybody Wants to Rule the
World " ). The brand then worked with the artist
to film the accompanying music video in the
desert and within a FIFA World Cup stadium.
The kicker? The video included appearances
from the influencers. What's more, all footage
was shot and edited during the four-day BudX
experience and released in time for the final
World Cup match.
Speaking of ruling the world, Budweiser's
team of influencer partners churned out 2,753
social posts that generated 301 million media
impressions across six global platforms,
resulting in $52 million in media value.
Goooooaaaaal!
48
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Event Marketer Summer 2023

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https://www.nxtbook.com/accessintelligence/EventMarketer/evm_sb_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_october-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_june-2024
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_mrd_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_december-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/evm_september-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-summer-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-spring-2023
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2022
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-fall-2022
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-and-mrd-december-2021
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-september-2021
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https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-december-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-august-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-june-2020
https://www.nxtbook.com/accessintelligence/EventMarketer/event-marketer-april-2020
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