The Best World Cup Campaigns of 2018

The Best World Cup Campaigns of 2018

Now that the World Cup has well and truly kicked off,  it’s time to do what we do best, find the campaigns that will be scoring high this summer. From big, brand blow-outs to the smaller, unexpected victories, we’ll be keeping a running commentary on what’s going on in the league of marketing.

Light Up The World Cup

Budweiser are lighting up the World Cup with their biggest commercial campaign to date. Not only have they created a cinematic commercial that features a fleet of drones delivering bottles of beer to fans worldwide, but have a whole host of experiential activity running alongside it.

  • Eight million Budweiser red cups have been distributed around the world, glowing brighter when the acoustic levels rise thanks to their audio detectors.
  • Audience members can vote for who they think should receive Man of the Match, get updates on their team and find a bar through The Bud Bot on Facebook.
  • Not to get confused with The Bud Bota, Budweiser have also launched The Bud Boat, where you can cruise down The Thames with a Budweiser in one hand and a light up cup in the other.
  • & finally, but most importantly, if England win, they’re pledging free beer for the nation, which you can sign up for here:

The Three Lions

Mobile carrier, Three, has rebranded four of their stores with three lion emojis to tie up with England’s Three Lions nickname as well as launching a #ThreeWallBall competition.

Fans are encouraged to film themselves and their friends taking on the challenge of continuously flicking a ball against a wall until it touches the ground to be in with a chance of winning a ultimate football party for the World Cup final. Maybe Team Extreme should give it a go?


Auto Trader are giving England fans the chance to win a car every time England scores – the finance team are going to be having strong words with the marketing team if we make it through to the final! To enter, Auto Trader are asking fans to tweet #AutoTraderGoals as soon as a goal is scored. They’re even using Twitter triggers to remind people to enter, so there’s no excuses! Within minutes of England’s first goal against Tunisia, Auto Trader were trending across the UK.


The UK’s favourite airline have launched a Twitter campaign that’ll be running throughout the World Cup. Audience members have the chance to win a £/€25 airline voucher by guessing what minute the first goal will be scored in.

The first #RussianRoutelette was during the Russia v Saudi Arabia match, and the second chance to win was during the England v Tunisia match. Aside from this, they’ve also adjusted their usual content calendar to align ‘Destination of the Day’ and country highlights with match days. They’d be missing a trick really if they didn’t now wouldn’t they.

 Summer of Football

It’s a Summer of Football for Nisa with their online penalty shootout game. By saving as many goals as possible, fans can then enter their details into a prize draw where they can win a big match bundle after every match day. Will you be as good as David De Gea?