Budweiser & the World Cup contest

[Fire14]

3G Budweiser

Hutchison 3G UK says that it has signed a deal with official FIFA World Cup (football/soccer) sponsor Budweiser to extend Budweiser's FIFA World Cup advertising campaign onto the 3 portal. Hutchison 3G UK will form part of Budweiser's new media marketing mix alongside TV, online, iTV broadcast sponsorship, outdoor and print advertising. The deal sees Budweiser using 3 to advertise its national promotion, "Passport to Germany." The promotion uses a unique mobile-based entry/redemption mechanic, making it an ideal proposition for mobile advertising.

The promotions details can be found on a branded Budweiser microsite accessed via a schedule of interactive adverts on 'Today on 3' and an interactive advert on the Football home page.

The promotion gives consumers the chance to win FIFA World Cup tickets every 48 hours. Entrants take a photo of themselves holding their bottle or can of Budweiser and either text or email it to Bud with a unique code found on the bottle or can.

Mark Joseph, Head of Content Products at 3, said: "This deal typifies the sort of advertising opportunity available on the Planet 3 portal. We recognise the difference of mobile as a media channel and try to help our advertisers make the most of that difference in their campaigns. Rather than simply mirroring banner or search marketing tactics on the web, we're looking to make the most of 3's rich multi-media environment and the new interaction and redemption mechanics it offers.