2M Impressions: Budweiser Taps into Football Frenzy with Snap Filter

Budweiser Boosts Brand Awareness

Despite its heritage status, Budweiser shows no signs of coasting on its reputation. Established in the late 1800s, the beer company has proven itself an innovative brand, with a distinct flair for capturing the public’s attention.

However, as football fever hit Europe during summer 2024, the brand knew it needed a truly interactive campaign to break through the noise – even as the official beer sponsor for the England football team. That’s why Budweiser turned to Snapchat.

By Leveraging Snap Products 

Strategy was intense both on and off the pitch this summer – and Budweiser definitely played to its strengths. Eager to drive association with the football tournament, the brand leveraged a combination of Snap Ads, Commercials and an AR Filter to ensure engagement among its target audience of users aged 18 and over.

As football fans drank in the atmosphere, Budweiser tapped into the frenzy by creating its own moment on Snapchat. An AR filter placed users at the centre of the experience where their images were framed by Budweiser branding, and the England team’s colours exploded from a beer bottle at the bottom corner of the screen.

Two exceptionally slick Snap Ads also helped to create a visual connection between the brand, the country and the tournament, expertly driving association among consumers. Merging Budweiser branding with the nation’s colours helped position the brand as a core element of the Euro experience. 

To Earn More Than 2M Impression

If the goal was to turn fans’ focus from the pitch to the pitcher, Budweiser scored. The brand’s four-week campaign was a huge success, with Snap’s AR Filters driving significant brand impact. This approach demonstrated the importance of activating via the camera when the main aim is to drive consumer awareness. In addition to boosting ad awareness and action intent, the filter achieved almost 83K shares and earned more than 2M impressions.