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Volume 7 No. 149
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Budweiser Promising Free Beer If England Wins World Cup

Budweiser is "promising to give a free beer to every adult of legal drinking age in England" if the team wins the World Cup, according to MARKETING WEEK. The company said that it is committed to rewarding football fans' support and the campaign is "backed by former England captain Steven Gerrard," Budweiser's official World Cup ambassador. To claim a "free Bud" if England wins, anyone over 18 who lives in England can visit www.freebudforthenation.co.uk to register as a fan. Gerrard said, "Free beer for the nation is a great reward for everyone who brings the country closer together in big sporting moments like this and inspire England to go that extra mile." 

'WE'RE WITH YOU': McDonald's is celebrating the "emotional journey" football fans will go on during the World Cup by telling supporters, "We're with you." Created in partnership with Leo Burnett London, the new campaign includes a 60-second ad that was revealed on Thursday (MARKETING WEEK, 6/15).

ITALIAN LEGEND: THE DRUM's John McCarthy reported UberEats secured former Italy football int'l Andrea Pirlo in a campaign where he "considers what team to support at the World Cup -- in the absence of his home nation." The campaign kicks off with Soccer AM presenter John Fendley "rubbing salt in Pirlo's wounds" regarding the absence of Italy at the World Cup. McDonald's is integrated with the ad, "promoting the fact it is one of the products that can be ordered on the food delivery app." The work from Pitch is running globally (THE DRUM, 6/15).

SNAPCHAT: McCarthy also reported mobile carrier Three integrated its Puggerfly Snapchat mascot with the World Cup by "running the first sponsored Snappable augmented reality Lens" (THE DRUM, 6/15). 

PUT IT ON A PLATE: THE DRUM's Taruka Srivastav reported Just Eat unveiled its World Cup campaign with a "bizarre" online film titled #PutItOnAPlate featuring former footballer John Barnes "having his face repeatedly licked by hungry fans." As part of the campaign created by Dark Horses, whoever orders a takeaway through the Just Eat app from last Thursday to July 15 "will get a chance to be chosen to receive an official 2018 Football Plate" (THE DRUM, 6/15).