In celebration of our Grosvenor Sport World Cup Roulette Wheel and supporting digital promotional content launching this week on behalf of Grosvenor Casinos, we wanted to share a few examples of how other brands are engaging in arguably, one of the world’s largest sporting events.


Grosvenor Sport Russia ’18 Daily Prize Challenge


As official beer sponsor of the FIFA World Cup for 32 years, Budweiser has launched its huge ‘Light up the World’ campaign which includes a speciality Thames cruise dubbed the ‘Bud Boat‘, giving football fans not only the chance to catch the London sites by river, enjoy tasty food, but more importantly watch live games via enormous viewing screens. Keeping in the post-match spirit, the cruise will also be host to big DJs providing some celebratory (or not) after-party action.


Budweiser Bud Boat


The ‘Light up the World’ TV campaign itself features some snazzy special FX drones travelling the world in search of delivering Budweiser to eager football fans. This vibrant ad that really helps to build the excitement and touches on the ‘all together’ theme that’s been so prominent recently.

The campaign will be accompanied by eight million Budweiser red light cups globally, each containing audio detectors and LED lights that glow brighter when the sound level increases.


As part of the soft drink’s global World Cup campaign, ‘Ready For’ shows a factory employee giving Coca-Cola’s different brand bottles a pep talk, preparing them for the many emotions of the World Cup around the world. It’s a sweet, tongue-in-cheek promo that gives the bottles some personality and again ties into the ‘all together’ theme that feels much needed.

Special edition cans will also be released with 0-9 printing on them; the idea is for fans to share predictions before each match with their friends on social platforms.

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Uber Eats and McDonald’s

As Italy failed to qualify for the World Cup for the first time in 60 years, former Italian footballer Andrea Pirlo wasn’t exactly enamoured at the thought of football this summer. Uber Eats and McDonald’s (or McDelivery in this case) are on hand to try and help Pirlo, and fellow Italians choose another team to support. The ad ends with encouraging the social community to help Pirlo decide with #TeamforPirlo – England perhaps?



Carling Golden Cans

Carling is building on the World Cup excitement this year by hiding 100 golden packs inside random multipacks of Carling Lager and Carling Apple Cider. Lucky winners will be in line to win £1,000. The packs can be found at leading supermarkets, Tesco, Asda and Morrisons + convenience stores across England and Wales. The campaign will be supported on the brand’s social media channels and through POS in stores

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Qatar Airways

This vibrant and colourful music video features the one and only Nicole Scherzinger singing the classic R&B track ‘Dancing in the Street’ (rolls eyes). With countries and cities not-so-subtly replacing the original lyrics, the ad follows the popular theme of bringing the world together, ending with the tagline ‘All Together Now’. We can’t help but feel this has been overly dubbed (sorry Nicole) and comes across as a bit kitsh.



Lidl’s Dream Big

Lidl (official supermarket for the England Team) has launched this TV spot that will likely win the hearts of Mums and Dads across the nation, as ‘cheeky’ kids share their wisdom with some of the England Football team. The brand has accompanied this campaign on social media and with a ‘Dream Big’ page , complete with a competition to win a signed England shirt,  grassroots information, plus obligatory Ecommerce to ‘get match-ready’



Curry’s PC World

The technology giant returns with their popular TV Giveaway campaign. The ad itself adopts the cliché match commentator style but overall is a nice little chance offer for those considering buying a new 55″+ TV in time for the World Cup. The campaign is also prominent across their social channels

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A really big and controversial fail here for Mastercard as their ‘Goals for Meals’ campaign was abruptly dropped after social media backlash. The original idea was for each goal scored by Messi or Neymar Jr., Mastercard would donate the equivalent of 10,000 meals to the World Food Programme (WFP). The campaign was compared to the ‘Hunger Games’, with many questioning why the brand couldn’t just donate the meals anyway.


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Article References


The Drum

Marketing Week

PR Week

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Posted By Sarah Daykin

Sarah is a key member of our account management team, responsible for managing client projects through to completion and providing insight and guidance throughout the process.