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BUDWEISER X FIFA WORLD CUP 2022

Budweiser

HOSPITALITYEVENT TOOLKIT

THE WORLD IS YOURS TO TAKE: BUDX DOHA 2022

A winning hat trick of experience, strategy and content. WINK helped Budweiser take over the 2022 FIFA World Cup with an integrated global effort that leveraged music and fan culture to become the #1 most talked about brand of the tournament.

"Throughout many years of successful projects together, WINK’s depth of creativity and excellence in execution continues to be an invaluable asset for the Budweiser brand, globally."

Todd Allan, Vice President Global Marketing

Budweiser, Anheuser-Busch Inbev

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WHAT DREAMS ARE MADE OF

Every four years, the world awaits the glory of the biggest moment in the sports calendar: The FIFA World Cup.

For 2022’s tournament, official sponsor and longtime friends of the house Budweiser wanted to light a motivational fire and inspire people all around the globe.

How? By showing people everywhere that dreams are, indeed, for the taking.

As big fans of dreaming ourselves, what resulted was the most ambitious, award-winning integrated experiential campaign WINK has delivered to date.

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100% INTEGRATED GAME PLAN

From a world first music video to multiple days of live performances and takeovers, first, let's go over the game plan.

The goal? 'Take over the FIFA World Cup' and become the most authentic, culturally relevant sponsor for football fans.

No big deal. Our experience strategy centered around our in-house BUDX platform, and integrated with the brand's FIFA World Cup CCI: 'The World is Yours To Take': a global, inspirational campaign featuring the world's superstar footballers .

But to achieve our goal, we needed to bring cultural superstars of our own to the table.

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BUDX AT THE HEART

A freeform experience platform that WINK has developed with the brand for many years now, the 'ultimate BUDX week' was a call to action to unite creators under Team Budweiser.

Using the BUDX platform, WINK was able to set the world's biggest stage for inviting influential creators from every corner.

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READY TO SET THE WORLD ON FIRE

To make the most of a team of 150+ creators primed and ready to set the world on fire, you gotta' 'kick something that means something'.

And, from merchandise collabs to music videos and live performances, BUDX's playing field was anything but traditional.

One day, they might find themselves performing live at the Bud World Club, and the next, starring in Lil Baby's official World Cup music video.

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"Ever since its inception a few years ago, Budweiser’s global collaboration platform BudX has been pushing the boundaries of urban culture across music, art, fashion, and lifestyle. Recently, Doha experienced its biggest creator getaway at W Hotel as BudX brought together some of the most badass creative icons from music, art, cinema and pop culture recently."

– Rolling Stone, 2022

"Budweiser sought to find and create authentic places within the event landscape, where Budweiser could actively engage top influencers, creators, artists, and designers from around the globe for a once-in-a-lifetime experience around FIFA World CupTM through one of the most extensive integrated marketing and influencer-focused hospitality programs to date."

"Why Budweiser's World Cup influencer strategy went big"
– The Drum, 2023

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DRIVING FAN
CULTURE

Thanks to our influencer-first strategy and with a rich variety of experiences, we were able to drive the cultural DNA of the tournament with an audience reach in the hundreds of millions.

But that wasn't it – we needed a spiritual home to host everything.

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A SPIRITUAL HOME FOR BUDWEISER

To facilitate this content and literally bring Budweiser to the World Cup with the most exciting hospitality experience in its history, WINK took over some of Doha's hottest destinations with two purposes in mind.

One: to create an immersive experience to blow away fans and guests at the tournament.

And two? To become a content-ready playground for creators to spread the Budweiser message.

TO CREATE THE
UNFORGETTABLE
NOW

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A stunning hotel, remade as a Bud-branded destination.

And beyond, the Bud World Club was a club made for one thing only: throwing the most legendary BUDX fuelled parties the World Cup has ever seen.

All details from bathrooms to bars, carefully remade into a full-circle experience that took the matchday literally back to the bedroom.

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TAKING OVER THE CONVERSATION

And with influential names from all corners of the world dressed in WINK-designed merch creating constant content powered by the BUDX platform?

Magic happened.

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Across multiple locations, several days of star-studded live programming, events and tours: The World is Yours to Take took over the tournament.

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"Some of the most memorable performances at BudX included those by Brazilian singer-songwriter Ludmilla, American music star Jason Derulo, Korean DJ and record producer Peggy Gou, British singer-songwriter Craig David, and English DJ Pete Tong. The creators also witnessed a special performance by American rapper Lil Baby – who also celebrated his 28th birthday, which was live-streamed around the world exclusively by META."

–Rolling Stone, 2022

THE FIRST MUSIC VIDEO EVER SHOT DURING THE WORLD CUP

Alongside star partner Lil Baby, WINK brought to life the official Budweiser anthem of the FIFA World Cup: The World Is Yours To Take.

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A world-first historic remake of a legendary music video, over 150+ creators were featured in it with Lil Baby to further enhance reach with their own audiences.

And then we dropped the video during the final: THE ultimate moment to inspire and reach the world.

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Live experience, hospitality, music, merch, content and strategy in one integrated campaign, WINK helped Budweiser dominate the tournament's share of voice...

And become part of cultural history in the process.