Bud Beer Mats Link To FA Cup Augmented Reality App


Many English football fans share the same dream, one they have had since an early age, to lift the famous FA Cup at Wembley.


US beer brand Budweiser is making this dream a reality – well an augmented reality anyway.


Budweiser, the lead sponsor of the FA Cup, used the FA Cup semi finals to launch a 3D app that enables consumers to pose with a virtual replica of the trophy simply by pointing their smartphone at a Budweiser beer mat.


Part of the brand’s existing ‘Man of the Match’ initiative, the updated app leverages augmented reality technology and has been developed in partnership with tech company Aurasma.


The app also allows consumers to vote for their man of the match and to browse through upcoming fixtures and access match stats.


The technology may be fairly sophisticated, but it is straightforward to use. Consumers simply point their smartphone camera at one of the promotional Budweiser beer mats and they will see the FA Cup appear on their screens in 3D.


The beer mats will be available from a selection of bars and pubs across the country.


The app is available to download for free on both iPhone and Android platforms via the App Store and Google Play.


The app also lets football fans cast their votes for the stand out player for both Liverpool vs Everton and Chelsea vs Tottenham semi-finals, as well as for the 5 May Chelsea v Liverpool final itself.


Iain Newell, European marketing director, Budweiser, said: “Part of Budweiser’s mission as FA Cup sponsor is to bring the famous trophy closer to the fans. The collaboration with Aurasma literally puts the trophy in the hands of football fans across the world and builds added anticipation for the final stages of the competition.”


Martina King, managing director at Aurasma, added: “We’re delighted to partner with Budweiser in the lead up to one of the world’s great sporting occasions. By integrating Aurasma’s cutting edge technology, the app brings to life the magic of The FA Cup in an entirely new way. Finally, fans can get their hands on some silverware, whether or not their team performs on the day!”


The new 3D augmented reality app is just one of several elements of Budweiser’s FA Cup rights integrated activation programme.


As well are more traditional above-the-line advertising, the wider integrated campaign stretches from extending the Man Of The Match competition to its Facebook page, to using football manager ambassadors Sam Allardyce and Ian Holloway in a radio campaign and signing a multi-platform deal with Disney-owned sports broadcaster ESPN for FA Cup programme partnerships.


This latter deal will expand their partnership to include two new ad-funded programmes.


Furthermore, Budweiser has also dedicated a portion of sponsorship funding to working with The FA to develop a bespoke programme promoting responsible drinking to football fans. Budweiser is also partnering with The FA on a community initiative that will provide essential equipment to teams in the early rounds of the competition




Budweiser became the lead sponsor of the FA Cup back in June 2011 when it signed a three-year deal – with the competition renamed The FA Cup With Budweiser.


Whilst the US beer brand has been a long standing supporter of football around the world (including its role as the official beer of the FIFA World Cup), its challenge in England has been to cut through the cluttered beer brand sponsorship across the national game in the UK and to convince traditional English football fans that a famously American brand can be a genuine part and partner of a very English institution.


By making so many long held English kids’ dreams come true, albeit in augmented reality, it certainly seems to be meeting this challenge and showing an understanding of the trophies heritage.











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