In order to promote Budweiser’s sponsorship as the official beer of the 2010 FIFA World Cub in South Africa, CMN developed the Budweiser Fútbol Kings program. This unique twist on soccer freestyle performances was just what Budweiser needed to tie in their sponsorship to local retail accounts and consumers in the U.S.
CMN started off by holding various auditions around the world for the best freestyle soccer players. After months of auditions in various countries, CMN compiled a team of 6 soccer freestyle performers from Mexico, Chile, Canada, and Brazil. In order to make this program unique, they also hired skilled Brazilian Martial Arts/Capoeiera performers and Brazilian drummers that would tour with the soccer players as well. The entire team met, and choreographed various energetic routines to the high energy drumbeats that would then awe crowds around the nation.
With the purpose of giving Budweiser as much visibility as possible, CMN developed a fully branded activation footprint which consisted of a Budweiser round soccer mat flooring and Budweiser flags that were set up at each promotion, along with a fully wrapped Budweiser Tour bus that would drive the team from city to city. In addition, the performers all wore customized red and white Budweiser soccer uniforms. At each stop the players would perform their high energy and impactful routine, and also engage consumers by teaching them exciting soccer freestyle tricks after the performance. They also gave away unique Budweiser branded premium items such as vuvuzelas, party hats, and autographed signed posters of the team.
CMN worked directly with Anheuser-Busch-InBev’s local distributors to coordinate a total of 81 promotions within 31 days. These promotions took place at various Hispanic destination points and accounts such as grocery stores, festivals, special events, and public destination points in 20 different cities, including New York’s Time Square! CMN was responsible for the entire coordination of the tour which included travel logistics for the team as well as securing insurance, permits and approvals for all stops on the tour.
The Budweiser Fútbol Kings program proved to be a successful and unique way for Budweiser to engage with their target consumer through two of the main Hispanic passion points; Fútbol and music. They reached over 72,000 consumers and gained national recognition through interviews and coverage on numerous radio, TV, and internet media outlets throughout the country including the number one Hispanic morning show, Despierta America on Univision. CMN was proud to be a part of this promotion and is excited that Budweiser decided to continue the program in 2011.