• by Karlene Lukovitz  @KLmarketdaily, May 9, 2018

Budweiser is deploying beer-delivering drones and glowing, noise-activated beer cups to make its presence known during the upcoming FIFA World Cup in Russia.

A-B InBev says that it’s invested in the largest marketing campaign in the company’s history — with advertising, events, and promotions spanning more than 50 countries — to make the most of Bud’s official beer sponsorship for the four-week tournament, to run from June 14 to July 15.

The tournament, held every four years, is the world’s most-watched sporting event. However, with the U.S. having failed to qualify this time, Bud said that it will not be running its television ads in the U.S., although it will run digital and OOH advertising and other elements here. 

The campaign, “Light Up the FIFA World Cup,” includes :15, :30 and :90 TV and digital versions of an elaborately produced ad from Anomaly New York.

The creative features a swarm of drones leaving Bud’s St. Louis brewery on their way to Moscow, where they deliver Buds to fans — whose cheers activate Bud-supplied “Red Light Cups” throughout the stadium. The long-form spot (below) features “Bud 1876,” an “underdog” drone that overcomes dramatic obstacles as it flies over multiple cities around the world on its way to Moscow. 

The brand will distribute more than 8 million of the Red Light Cups across the countries included in the global campaign. All beers purchased at the official World Cup stadiums in Russia will be served in the cups, and they will also be featured at Budweiser’s global viewing parties and events, and offered with purchases of special Budweiser packs. There are more than 70 versions of the cup, including ones for each match and versions featuring a variety of languages.