To support its sponsorships of Major League Soccer and FIFA, Budweiser is on the road this summer to MLS games, festivals and retail locations throughout the U.S. The tour launched on May 19 and will have about 200 total event executions across 25 markets before it wraps on October 16. The tour is hitting special events, MLS games and select retailers, including appearances at Portland Timbers and Seattle Sounders matches, at the BBVA Stadium with the Houston Dynamo, at Sporting KC in the LiveStrong Stadium, the H20 Music Festival in Dallas, the USA Rugby Match in Houston, Fado in Miami, Austin and Seattle, Hooters in Philly, and Twin Peaks in Houston.
The tour is housed in a branded 32’ Gooseneck trailer, pulled by a Ford 650, that establishes the footprint, but the real star of the show is the beer’s new sport, Poolball. Basically, it’s a combination of soccer and 8-ball pool played on a huge, floor-level pool table with 8 soccer balls painted as stripes, solids, a white cue and a gold “8 ball” for the win. By using foot, leg and head strikes only, the players try and win some swag. When allowable by law, the brand is also sampling some ice-cold brews in addition to the branded promo giveaways.
“We wanted to bring something new and fresh to soccer fans,” Roberto Garcia, associate brand manager at Budweiser, told Buzz. “Our brand is all about celebration and optimism and we want to bring the celebratory spirit to soccer fans.” Agencies and partners: Switch: Liberate Your Brand, St. Louis; OgilvyAction, Argentina; vehicle design by Craftsmen Industries; and Bish Displays.