The run-up to the FIFA World Cup, which kicks off in late November, has already inspired global sponsorship programs and soccer-themed marketing initiatives. Take Budweiser’s ad campaign, which features international players walking onto the field, a marching band, rabid fans and, naturally, bottles of Bud. But for this tourney, the AB InBev brand has added a QR code to the spot to entice consumers to purchase a limited-edition beer on its website. Here’s how Budweiser’s direct-to-consumer play is collecting first-party data while also driving sales, according to a piece in AdExchanger.
Network
