Budweiser aims to score with EPL fans through on-pack AR competition

Budweiser has launched limited-edition English Premier League packaging featuring a scan-to-win competition. The new packaging, which includes an image of the iconic Premier League trophy, is available in convenience, grocery and wholesale channels throughout England. The design is running across Budweiser and Budweiser Zero cans and bottles.

All packs include a scan-to-win Augmented Reality on-pack competition. Once shoppers scan the QR code they can use their phone to search for a hidden virtual golden crown. Customers who find the virtual crown will be in with the chance to win Premier League tickets or Budweiser merchandise.

The company will also be providing retailers with a range of in-store POS such as signage, displays and more to help drive awareness in-store. For retailers looking to leverage this opportunity, Budweiser said sponsor brands are a must, as 55% of beer drinkers would choose a specific beer if they knew it was an official sponsor. The English Premier League is the most-watched sports league in the world with an estimated 643 million households in 212 countries watching the 2018-19 season. Budweiser has been the official beer of the England men’s football team since 2018.

“The English Premier League is one of the most iconic football leagues in the world, so we’re thrilled to have launched our limited-edition packaging and competition to bring fans even closer to the players and game,” says Mark Wingfield-Digby, off-trade sales director at Budweiser Brewing Group. “Football and beer are a match made in heaven and Budweiser is made for matchdays. The new limited-edition packaging will help retailers build excitement throughout the season,” he added.

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