Budweiser has this week launched Dream Goal, a hunt for the greatest amateur goals from across the country. Dream Goal will be fronted by Sky Sports’ football talent – footballers-turned-pundits Jamie Redknapp and Gary Neville, presenter and broadcaster Ed Chamberlin and commentator Martin Tyler.
The competition challenges British amateur footballers to submit videos of their “dream goals” in the hope of winning the ultimate prize – to star in Budweiser’s spring TV ad campaign supported by Sky Sports. The campaign spearheads Budweiser’s “commitment to supporting grassroots British football” as part of its global association with the sport.
Budweiser Dream Goal will be supported by limited edition primary and secondary packaging, running across a number of SKUs including the 4x568ml, 12x300ml, 6x300ml basket and 18x440ml suitcase pack. Two new easy-carry packs will also be launched by Budweiser for this initiative – 12x300ml and 12x400ml – building on the success of Budweiser 18 and six easy carry packs which have grown over 70% in the past year [Nielsen, IRi data to 8w/e 19/07/14].
The new packs are available now and the campaign will be supported with all messaging supporting the “in home occasion” of watching sports with a Bud as well as PoS.
A “scan to win” mechanism displayed on the packs will also enable consumers to enter a competition via the Bud app, for the chance to win all of the tools needed to become part of Budweiser Dream Goal, including footballs, GoPro cameras and 50-inch TVs; consumers are asked to download the app, purchase a pack and scan the on-pack code to reveal their prizes.
Budweiser will work with Sky Sports to promote the campaign, as well as TalkSPORT, The LAD Bible, The SPORT Bible, Buzzfeed and Grass Root Goals – all popular destinations for sports fans and supporters themselves of grassroots football.
Earlier this month, Budweiser also announced a new long term agreement with The Football Association, which will see the iconic brand become the Official Beer Partner of The FA Cup until 2018. As Official Beer, Budweiser will continue to bring the world’s most prestigious cup competition closer to fans through an exciting programme of activity.