Whipping up a FOMO-fuelled frenzy ahead of FIFA World Cup 2022

Budweiser wanted to make a splash in social conversation during the build up to Qatar, as well as acquiring as much first party data as possible. 100 days before the World Cup kicked off we dropped exclusive ticket packages in key markets around the world - sending the location details to fans who’d signed up to Bud’s digital product in the preceding 10 days. 

Led by Leo Messi, Neymar Jr and Raheem Sterling, we’d created a frenzy of anticipation - driving fans crazy with FOMO and flooding their social feeds with reminders not to miss out. 

On the day of the drop, fans who’d signed up received the co-ordinates for the location of the boxes in their market. The race was on and fans in India, UK, Nigeria, Brazil, Argentina and Colombia scrambled to be the first to get to the tickets.

• 311 THOUSAND sign up click throughs

• 72 million organic views 

• 7.1m organic engagements

• 3.76% engagement rate

PR:

• 1091 placements

• 208m impressions

• 100% positive sentiment

• 100% key message inclusion