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Budweiser launches ‘Dream Goal’ football campaign

Tuesday March 24, 2015 at 8:53am
Budweiser has launched Dream Goal, a hunt for the greatest amateur goals from across the UK, backed up with an on-pack 'scan to win' promotion offering the kit needed to video people's efforts. The Budweiser Dream Goal competition challenges British amateur footballers to submit videos of their ‘dream goals’ in the hope of winning the ultimate prize – starring in Budweiser’s spring TV ad campaign, supported by Sky Sports. Dream Goal will be fronted by Sky Sports football talent including footballers-turned-pundits Jamie Redknapp and Gary Neville, presenter and broadcaster Ed Chamberlin and commentator Martin Tyler. A ‘scan to win’ mechanism displayed on 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. The Budweiser Dream Goal competition will be supported by limited-edition primary and secondary packaging across a number of pack sizes and formats. Two new easy-carry packs will also be launched by Budweiser for this initiative – a 12x300ml and 12x400ml – building on the success of Budweiser 18 and six easy carry packs which have seen over 70% growth in the past year. The new packs went in store mid-March and the promotion is being supported with an omnichannel approach with all messaging supporting the ‘in home occasion’ of watching sports with a Budweiser – ‘grab some Buds for the game’. In-store, POS will drive visibility of the campaign with sightings at front of store, in the beers, wine and spirits aisle, and online. 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 themselves supporters of grassroots football and popular destinations for sports fans. Andre Finamore Amaral, senior brand manager at Budweiser, says: “Through Budweiser Dream Goal we want to capture the magic of Sunday league football and elevate amateur star players to an almost professional status. Every football fan dreams of seeing their goal on TV, and we are all thrilled to be making this dream a reality and continuing our longstanding support of British football.” Jason Hughes, head of creative solutions at Sky Media, adds: “It’s brilliant to be able to collaborate with Budweiser on its Dream Goal campaign. Sky Sports is the home of football and this was a fantastic opportunity for two brands to bring more joy and excitement of football to all fans who live the dream!”
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