The Drop
Budweiser x COPA90
With only 100 days until the start of the FIFA World Cup (FWC), jdpl collaborated with COPA90 and Budweiser to develop, manage and produce ‘The Drop’. A concentrated campaign of irresistible hype, sparking global excitement and driving sign-ups to a digital product as Budweiser drops 100 World Cup prizes around the world.
This FWC campaign holds three key elements - the QR code installation for that PR moment; ‘The Drop’ activation consisting of dropping exclusive FWC prizes and, content capture, to reinforce the exclusivity of the campaign.
The initial process of installing 3 x large QR codes meant sourcing, securing, and permitting potential surfaces in player-centric locations worldwide - Wembley Stadium, the neighbourhood Messi grew up, in Rosario, Argentina and São Paulo, Brazil, Neymar’s birthplace.
The physical QR codes created a PR moment that was then amplified by Budweiser’s fan network on socials. The campaign was led by Neymar, Leo Messi, Raheem Sterling and local influencers, whipping up a frenzy of anticipation, piquing people’s curiosity and flooding their social feeds with reminders not to miss out on FWC goodies.
When scanned, the QR code takes fans to a digital product. Once fans have signed up, they then receive the coordinates to ‘The Drop’ . With the golden ticket prize comprising a hospitality package to Qatar and only an hour and a half to secure a red box – the hunt was on!
‘The Drop’ took place across 5 different cities worldwide - London, UK; Lagos, Nigeria; São Paulo, Brazil; Buenos Aires, Argentina; and Bogota, Colombia. Whereby, we commissioned local crew in each market to develop and deliver the most effective ways of communicating the campaign, with Budweiser's audience at heart and being sensitive to the location of those markets; ensuring we optimise impact at the local level and maximise global interaction.
