Budweiser boosts pubs ahead of World Cup with MatchPint tie-up

By Nikkie Sutton

- Last updated on GMT

Pushing forward: the campaign aims to help pubs drive footfall during the FIFA World Cup and the rest of the year
Pushing forward: the campaign aims to help pubs drive footfall during the FIFA World Cup and the rest of the year

Related tags: Fifa world cup

AB InBev has announced that its Budweiser brand is joining forces with MatchPint in a bid to support the on-trade during the FIFA World Cup and throughout the sporting year.

During the FIFA World Cup, fans will be encouraged to visit pubs that sell Budweiser through exclusive offers and competitions via the MatchPint app.

These include the chance to win tickets to the FIFA World Cup as well as footfall-driving drinks promotions, enabling drinkers to get a pint on arrival with a flash of their phone, easing waiting time at the bar.

Budweiser’s offers through MatchPint will be promoted to fans through a major out-of-home and digital campaign in the build up to the FIFA World Cup, with a focus on driving pub visits throughout the tournament.

The app uses geo-tagging to direct users to nearby pubs showing sport, with personalised messages and offers depending on which team a fan supports and which pubs nearby are showing the relevant events. Fans can then unlock a series of possible offers once at the bar.

Driving footfall

The partnership has been designed to help pubs thrive during the whole sporting year by attracting more customers, increasing dwell time, driving rate of sale and securing return visits.

Across three national customer trials since 2016, MatchPint has generated an additional 5% like-for-like sales growth during sports events, equivalent to six times return on investment.

As well as activation around the FIFA World Cup, Budweiser will also run offers and prizes through MatchPint for other major sporting events in 2018 to ensure a boost to the on-trade all year around.

The campaign is designed to help pubs maximise sales throughout the year, according to Budweiser UK marketing manager Rowan Chidgey.

She said: “It is a huge year for pubs with the FIFA World Cup fast approaching and we are committed to helping publicans and bar owners take full advantage of the sporting calendar."

Maximising sales

Chidgey added: “Our partnership with MatchPint will not only help maximise sales during the summer but also drive footfall around the major sporting moments throughout the year.”

MatchPint co-founder Dom Collingwood outlined the three major points of the campaign around footfall, keeping punters in the pub for longer and support for other football teams rather than just England.

He said: “There’s some really interesting stuff going on here. In what we believe is an industry first, a global drinks brand is using its marketing weight to drive footfall into the on-trade rather than simply building brand awareness.

“Having sought input from pubs and bars across the country, the campaign will focus on three major elements.

“Firstly, driving footfall into Budweiser stockists (regardless of what drink the consumer chooses). Secondly, getting fans to stay in the pub longer either side of big games, and thirdly, dialling up, rather than turning down the support when England aren’t playing and once they go out.”

Related topics: Beer

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