Clever contextual TV advertising which tapped into the passion of football fans and used Sky Sports assets helped Budweiser to create one of its most successful campaigns.
The greatest goals never seen
Budweiser wanted to maintain and grow its association with football in the UK by tapping into the passion of fans. With more than two million amateur players across the country, Sunday League football offered Budweiser the perfect vehicle. Together with agencies Anomaly, The Story Lab and Vizeum they decided to give the best amateur goals the professional pundit treatment: Budweiser Dream Goal. Sky was the perfect media partner.
Sky dressed its famous football studio with Budweiser branding to create a Dream Goal version that would give its great sports talent, graphics and analysis technique an authentic setting. The initial ‘call to action’ ad premiered across the Sky Sports portfolio with host Ed Chamberlin and top pundits Jamie Redknapp and Gary Neville analysing Dynamo Kebab’s ‘halfway line screamer’. The ad then invited amateur players to submit their ‘dream goals’ to a dedicated portal where their efforts would be analysed by Sky’s pundits across TV, online and social channels.
The 30” ad launched on TV with an extended 90” version available exclusively on SkySports.com which then followed the story and clips throughout the campaign as true editorial. This included behind-the-scenes filming of the day, expert punditry and weekly entries that were placed in 18 coveted half-time slots during live Premier League games.
The TV partnership gave Budweiser 150 million TV impacts that showcased Dream Goal to more than six million of Sky’s 18–34 male audience. The online activity smashed all benchmarks with a Facebook engagement rate (the percentage of people who saw a post that liked, shared, clicked or commented on it) of over 25% compared to the 1.15% benchmark. The 90” hero video achieved an engagement rate of almost 37%. The recruitment target of 500 goals on the hub was doubled. The amateur goals on the Budweiser website were viewed over 300k times and gained 8.5 million views on Budweiser’s social channels, with an estimated 15 million across all platforms. On-trade sales rose 4% year- on-year – Budweiser’s best year for on- trade to date.
Budweiser Dream Goal is one of those great moments in partnerships where the planets beautifully align; media owner, brand, their media and creative agencies, working collaboratively to deliver above and beyond campaign objectives making it bigger and better than the initial idea.
Jason Hughes, Sky Media, Head of Creative Solutions