Marketing the World Cup

miamiThe World Cup is about 90 days away and some of the big international brands are starting to shift their marketing power into gear.  Camilo Durana is the Global Director, Budweiser Sports & Entertainment. Mr. Durana oversees Budweiser’s global sports, music, content and entertainment initiatives including the 2014 FIFA World Cup BrazilTM.  Here are some of Mr. Durana’s thoughts on some of the King of Beers marketing initiatives for the coming World Cup, including the Rise as One documentary series produced in conjunction with Fox Sports.  What role (if any) did Budweiser play in the production of the documentary series?

Camilo Durano:  Budweiser and FOX worked hand-in-hand to develop these exciting and moving films and we look forward to sharing them with fans all over the world. Together, we enlisted Veteran filmmakers Scott Boggins and Gabriel Spitzer, who have a combined 15 Emmy Awards, joined forces to produce and direct the Rise as One documentary series

FB: What will be done to promote the documentary series? Will there be ads on Fox’s  broadcast network?

CD: To help promote the series, Budweiser and FOX have developed multiple trailers, varying in length, which will appear on the FOX Sports broadcast network globally and will also live online through selective ad placements and be promoted socially across multiple platforms. There are millions of football fans all over the world who consume information and media through multiple mediums, so our goal is to reach the widest football audience whether it be on TV, online, or socially. In addition to its global partnership with FOX, Budweiser also serves as the lead partner of the Kicking & Screening Soccer Film Festival, an annual series of soccer cultural events that brings together football and film enthusiasts to celebrate the beautiful game. Budweiser will debut two of its upcoming documentary series episodes on the big screen when the festival visits New York City from April 8 – 11,  2014. Tickets to the New York City festival are on sale now at


FB: How will the Rise as One campaign be featured during the World Cup Tournament?  What type of broadcast media presence will the campaign have?

CD: During this year’s FIFA World CupTM experiential and social marketing activities under the campaign theme of Rise As One aimed at providing fans a rich experience and uniting them to the game they love. In addition to – where fans can go online to see all the different components of the campaign, Budweiser will globally promote the campaign across TV, digital and social platforms so we are able to engage with the tens of millions of football fans around the world.

FB: How will Budweiser promote the campaign through social media in advance of and during the matches from Brazil?

CD: Budweiser will be promoting the Rise As One campaign leading up to and throughout the FIFA World CupTM on, as well as Budweiser’s supporting social media platforms on Twitter (https:// and Facebook ( Beyond that, fans will see the Rise As One assets appearing on select websites and outlets so we are able to reach and engage with football fans all over the world.

FB:  Why is the World Cup an attractive property for Budweiser?

CD: The FIFA World Cup™ offers a strong and relevant global platform through which we can connect with passionate football fans around the world. We’re looking forward to the opportunities throughout the tournament to bring the excitement of the beautiful game to fans around the world, and to connecting our brands with even more consumers globally. We believe that the sport of football and its passionate global fan base are a perfect match with the AB InBev portfolio of products. While football brings out regional pride and fierce rivalries, it also brings fans across the globe together once every four years though shared passion. With the Rise As One campaign, Budweiser celebrates the world’s favorite game and its role in inspiring fans to celebrate the moments that unite us as a global community. Budweiser is a long-standing sponsor of the FIFA World Cup™, having served as official beer sponsor of the tournament for the last 25 years and will continue through the 2018 and 2022 tournaments.