The push kicks off in April and will run across a record 10 million packs to promote its status as official beer of the World Cup. Although details are under wraps until next month, it is understood that it will drive consumers to a World Cup website offering major prizes, such as tickets to the final.
A heavyweight TV and press campaign will kick off ahead of the tournament in June, with extensive PoS activity rolling out next month. The UK brand activity also includes a limited-edition aluminium trophy-shaped bottle and a new 568ml pint can. On a global level, the brewer said it was planning a raft of activities to bring together fans across the world, including digital reality show Bud House.
The show would feature a top fan from each of the 32 qualifying countries, all living under one roof for the duration of the tournament. As each country is eliminated, the fan would be evicted, with the final two people winning tickets to the final. The fan of the winning team will then present the Budweiser Man of the Match award to the best player.
Fans across the world will have further chances to win the opportunity to present the MOTM award for each game.
Budweiser will also run its international amateur tournament Global Beer Champions 6v6. Local champions will win an all-expenses-paid trip to South Africa to play in their own tournament in a World Cup stadium on 1 July.
Budweiser said it had historically outperformed competitors in terms of growth during previous tournaments.
"This year's World Cup presents an unparalleled opportunity for us to fully leverage our new-found scale and expanded brand portfolio," said Chris Burggraeve, chief marketing officer of Anheuser-Busch InBev. "Digital and experiential marketing will be at the core of our activity in ways we have never seen before."