DDB Chicago
AB-InBev, "Bud United" ALCOHOLIC BEVERAGE
Budweiser used the 2010 FIFA World cup to build worldwide emotional connection with the
brand via a digital reality show following the interactions of 32 football fans (each representing a competing nation) living together in a "Bud House" in South Africa during the tournament. The show
and its numerous social media networking/interactive tie-ins - viewers influenced events in the house and even determined each match's official MVP via SM polls - were promoted with global TV, search
and online display ads. The show's YouTube page drew 4 million+ page views and the Bud United Facebook page drew nearly 1 million fans.