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.


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
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
7 Haven Holidays Souk/BLM 26
8= Polaris World Mediaedge:cia/Sky Interactive/Mediaedge:cia 25
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
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.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Oasis #springasmile digital campaign gets people doing good deeds
Coca-Cola: 'Don't approach bloggers with a fait accompli'
Tesco CMO Matt Atkinson: 'It is so important not to stereotype mothers'
McDonald's gives Ronald a new look ahead of global 'Fun times' social media push
In pictures: BrewDog opens first craft beer shop BottleDog for 'beer aficionados'
Facebook ad revenue leaps $1bn as it invests in targeting
Malteser or Maltesers? Mars takes Hershey trademark dispute to court
Apple Q2 profits top $10bn as iPhone sales soar
Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Tom of Finland's 'homoerotic' drawings made into stamps
Toyota achieves the impossible by calming angry Roman drivers
YouTube reveals user habits to appeal to 'older' marketers