Bud takes space age approach to World Cup promo

A World Cup promotion by Budweiser will use satellite tracking

technology to identify winning consumers as soon as they crack open a

bottle.



Anheuser-Busch's ambitious campaign involves 25 special Budweiser

bottles and cans, fitted with satellite broadcasting transmitters that

emit a signal when their lid or ring-pull is removed.



Once the signal is activated, consumers will be tracked down using

global positioning system technology. A team from Budweiser will be

dispatched to present the winners with World Cup tickets.



The promotion has been developed by Marketing Drive Worldwide's London

office. It will be backed by national radio and press ads to build

awareness of Budweiser's World Cup sponsorship in the UK.



Separately, Anheuser-Busch will launch the Budweiser Cup in April, a

pub-team football tournament offering the winners a trip to South Korea

to play against 12 other international teams.



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