Interactive works: Budweiser - 'Road to Germany'

Building on its position as the official beer of the FA Premier League, Budweiser has kept up its tongue-in-cheek approach regarding US ignorance of football (soccer) as part of its build-up to the World Cup.

It's refreshing to see a US brand engaging with the British sense of humour, delivering a broadcast ad that is funny and carries that tone well into the interactive element.

The interactive execution is mainly driven by chances to win World Cup tickets. Mechanisms including the Winners' gallery demonstrate that viewers are being rewarded as a result of interacting, which has the potential to greatly enhance response.

A text-to-win competition asks viewers to send in a picture of themselves with a Bud in hand; a simple photo-messaging response provides Budweiser with the potential to recontact respondents later in the build-up to the World Cup.

The Beer-leaders section introduces viewers to the exotically named Chauntal and Asia, who promise that if 'You do the football, we'll do the cheers'.

Rather than being too laddish, this feels in keeping with the light-hearted tone of the activity. With the 'beer-leaders' touring the UK during the tournament, the section also illustrates integration with Budweiser's broader marketing activity.

The simple 'Heads up' game completes the interactive elements and, while it won't keep viewers entertained for long, another chance to win gives a further opportunity to capture customer data.

Budweiser is not breaking new ground here, but strong campaign timing and a humorous, engaging execution make this an effective experience.

INTERACTIVE WORKS - THE MONTHLY ANALYSIS OF INTERACTIVE AD RECALL

Ads screened March 2006

Brand Creative agency/interactive agency/
media agency %
1 COI-Army Infantry Publicis/Carat 32
2 Audi RS4 Bartle Bogle Hegarty/Good Technology/ 31
MediaCom
3 Disneyland Paris Euro RSCG/Arc/Carat 30
4= Budweiser RCKR Y&R/PPC/In-house 29
4= Volvo Abbott Mead Vickers BBDO/Burrows/MindShare 29
6 Toyota RAV4 Saatchi & Saatchi/Miller Bainbridge/ 27
ZenithOptimedia
7 Haven Holidays Souk/BLM 26
8= Polaris World Mediaedge:cia/Sky Interactive/Mediaedge:cia 25
Properties
8= Sandals Resorts Burkitt DDB 25
10 Nike Wieden & Kennedy/AKQA/MindShare 22
11 BUPA WWAV Rapp Collins/Starcom Direct 21
12= Hyundai Innocean Worldwide (Korea)/Weapon 7/PHD 20
12= Computeach Sound and Picture House/Sky Interactive/ 20
International MediaVest Manchester
14= COI - Educational Leo Burnett/Arc/Carat 17
Maintenance
14= Bernard Matthews In-house/PPC/Initiative 17

Interactive Works research was conducted on 14 April by Continental
Research/TNS Omnimas face-to-face in home computer-assisted
interviews,nationally and regionally, among approximately 2000 adults,
and 600 adults in homes with Sky Digital. Recall is defined as the % of
Sky Digital subscribers who were able to remember seeing the interactive
ad having been shown six stills of the creative.

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