The Drop
Budweiser
Campaign Objective
To build World Cup excitement and engagement by sending fans on a QR-triggered treasure hunt for tickets and prizes
Campaign Story
Budweiser and football legends Messi, Neymar, and Sterling kicked off “The Drop” by sharing cryptic QR codes. Fans who scanned them were led to map coordinates of Budweiser prize boxes (containing World Cup tickets, merch, beer for a year) hidden in meaningful locations across the globe
Execution
Placed QR code posters at iconic spots (e.g. Messi’s hometown street)
Athletes promoted the codes on social media
Scanned codes revealed nearby prize box locations for fans to find and claim
Campaign Success
Not reported (campaign spanned 5 continents with strong fan engagement)
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