We worked with Budweiser to welcome more than 1,700 guests at The Bud Hotel in Doha throughout the tournament. Our programming included live match viewings, stadium hospitality, Budweiser World Club concerts, featuring A-list talent, Desert experiences, Influencer events, 64 Player of the Match handovers (including the final one to World Cup champion Lionel Messi), an official FIFA World Cup song, International BUDX FIFA Fan Festival events, and even working with our partners at WINK on a first-of-its-kind music video, featuring LilBaby. 📺🎧📽️ BUDX weekend united 150 of the hottest musicians, artists, designers, and content creators from over 20 countries for 5 days at the legendary Bud Hotel, giving them a stage to collaborate and share their dreams at The FIFA World Cup. We brought the FIFA Fan Festival™ to six cities around the world: Dubai, London, Mexico City, Rio de Janeiro, Sao Paulo and Seoul featuring live match broadcasts, as well as various entertainment-driven activities, including performances by popular international DJs, local musicians and artists, and appearances by FIFA Legends. Selected events boasted 4D audio that brought the sounds from the matches in Qatar to local events.
The Drum Awards Winner, Large Event Activations | EX Awards 2023 Award Winner for Best Influencer Program | BeaWorld Festival 2023 Shortlisted | Eventex Gold Winner for Influencer Program and Online Video
Initial idea
The biggest stage in football it’s also a moment in time when fans connect most with their countries and favorite players, because of what they create on the field and off the field… Because culture shapes football and football shapes culture, we created an experience and destination that celebrated that connection.
A NEW Player/MAN of the Match Trophy
The challenge was to evolve the Man of the Match recognition to have a major impact. The campaign was all about the fans but the trophy is all about the player so this tension needed to be resolved and it needed to bring the power (and dreams) of fans to The Man of The Match, extending its impact beyond the 90 seconds in the tunnel and transforming it from “I did it” to “We did it”. Because behind every player there are people and places that helped them get to the biggest stage. So, we needed to turn the trophy from a singular accomplishment into a shared one.
