Despite critics’ concerns that the brand might reach underage snappers, Budweiser is going big for the World Cup using Snapchat.
All this week, Budweiser has been “unveiling a number of global AR lenses, filters and vertical video ads to drive buzz around its involvement in the biggest football tournament on the plane,” The Drum reported.
The campaign reportedly includes the first ‘sound activated’ AR lens. Details are a bit hazy, but the lens debuted in the UK on June 18 and will launch globally on June 24.
Budweiser senior brand manager Sascha Cordes told the Drum that it keeps a close check on its digital ad guidelines and that it is confident that Snapchat will ensure that its content reaches only snappers of legal drinking age.
The Snapchat campaign coincides with the brand’s “Light Up The World Cup” campaign. Budweiser is an official FIFA World Cup sponsor, with the possibility to be exposed to an audience of 3.2 billion.
“A second element of the initiative will see the brewer adopt the app’s new ‘snappables’ tool, which let’s multiple users try out the selfie AR lenses with their friends in real-time. This, teased Cordes, will let Snappers invite pals to be in “their squad” riffing off the classic team line-up at the start of each match,” The Drum reported.
The broader World Cup campaign also includes reactive filters, snapcodes that unlock exclusive filters, a three-floor “Bud Boat” stocked with TV to watch the matches and a brand tracker to understand how engagement translates into real-world sales, the Drum said.
The Bud Boat: