ABOUT THIS ENTRY
To connect the King of Beers with the King of Football, we celebrated Lionel Messi’s record-setting achievement of most goals scored with a single club—one of his last remaining unbroken records.
How does this represent “Excellence in Engagement”?
We brought a real-life moment online to the platforms where sports conversations happen, giving fans an opportunity to further engage and celebrate Messi’s achievement. As a new partner to Lionel Messi, the Budweiser 644 Campaign owned 51% of the online conversation, far surpassing his legacy partners in Adidas and Pepsi. Our provocative stunt extended a brief moment in sports entertainment to a weeks-long conversation around the greatest footballer of all time. With over 30,000 engagements, we had the Internet talking about the King of Beers and the King of Football.
Sports news is fleeting. The biggest story one day becomes forgotten the next. We went beyond a congratulatory point of view on an athlete’s success to creating a larger conversation throughout the weeks after the event, generating $20M of social media value at a fraction of the investment.
Objective: Own the conversation around Lionel Messi’s record-breaking 644 goals scored for a single club to strengthen the brand’s association within Global Football (soccer).
Strategy & Execution: Today, younger sports fans are increasingly consuming highlights online over full games of their favorite sports. These snackable moments are driving the excitement and fandom behind the next generation of sports fans, so we took a soon-to-be iconic moment in sports history and turned it into a major moment of conversation online for the brand.
When Messi hit his 644th goal, we released a digital film that told the story of his journey to greatness through a custom Messi Bottle. We then brought the conversation online by creating 644 uniquely numbered bottles 1 through 644 and sent one of them to each goalkeeper he scored against. This gave fans the chance to see a generation of elite goalkeepers reflect on their part in Messi’s journey across social channels. Goalkeepers shared videos of themselves receiving their gift from Budweiser and Messi and discussing their experience against the greatest of all time.
- 51% of share of voice (Adidas 43%, Pepsi 6%)
- 30,000+ total engagements
- 1200+ earned articles, coverage in 84 countries
- 3+ billion earned impressions
- $20M+ of social media value
BRANDS AT THE LIVE SERIES
CONTENT x SPORTS BETTING
Over two days, sports betting + media will converge to discuss the North American fan. Learn the insights and strategies needed to develop partnerships, create and monetize betting content, and drive critical revenue and engagement.
May 12-13, 2021 (Virtual)
TRANSFORMING THE NEXT DECADE
Hashtag Sports® is the leading platform for media and marketing professionals and the next generation of creative talent across the converging sports and entertainment industries.
From unparalleled experiences like our annual conference and the Hashtag Sports Awards presented with Budweiser to inspirational digital content and mission-driven initiatives, Hashtag Sports is the benchmark for fan engagement and the go-to resource for the development of a new sports and entertainment ecosystem powered by digital media, content, culture, purpose, and technology.