Budweiser Uses Augmented Reality To Celebrate FA Cup As Part Of On And Off Trade Promotion Back to news

20th February 2013

London, 20 Feb 2013 – AB InBev UK has announced a major on-pack promotion which uses augmented reality to celebrate Budweiser’s sponsorship of The FA Cup. The promotion gives consumers a chance to win VIP FA Cup final tickets up until 26 April 2013.

The promotion will run on 11 different Budweiser bottle and can packs in the off trade. In on trade outlets there will be a limited edition bottle sleeve which carries the promotion. Consumers download the Budweiser app onto their smart phone, then having purchased their Budweiser, scan a pack, bottle or branded pint glass (on trade only) to reveal a video which confirms instantly whether they have won VIP FA Cup Final tickets.

As well as being able to win tickets to The FA Cup Final – which includes entry to the exclusive VIP Bud Club hospitality area on Cup Final day – consumers will also have the opportunity to win other prizes. These include Budweiser bottle openers, limited edition FA Cup Umbro Kit Bags, limited edition Umbro by Neo II Footballs and FA Cup with Budweiser pint glasses.

Iain Newell, Budweiser’s UK Marketing Director, comments: “Our latest promotion is part of Budweiser’s commitment to bringing The FA Cup closer to the people that make it special, by giving them the chance to experience the incredible buzz of the Final.  We are delighted to be partnering with Aurasma again to deliver this exciting experience to consumers and provide a boost to pubs and retailers.”

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 For more information and imagery please contact the Budweiser press office at Mischief PR on 020 3128 6600 or [email protected]

Notes to Editors

The promotion is open to consumers resident in the UK, Channel Island and Isle of Man aged 18 and over.  The closing date of the promotion to win FA Cup Final tickets is 21:00 on 26.04.2013. Participants are limited to one entry per day throughout the Promotional Period. No purchase necessary in Northern Ireland.

The on-pack promotion will run on the following Budweiser packs: 4x300ml,

6x300ml Price Marked Pack, 6x300ml, 10x300ml, 12x300ml, 15x300ml, 20x300ml, 24x300ml, 1x10x440ml, 3x10x440ml, 18x440ml

Terms and conditions apply, please see for details.

*Apple is not a participant in or sponsor of this promotion iPad® is a trademark of Apple Inc., registered in the U.S. and other countries. Endorsement or Sponsorship: Apple does not support the use of its logos, company names, product names, or images of Apple products by other parties in marketing, promotional or advertising materials as their use may create the perception that Apple endorses or sponsors the product, service or promotion.

 About The FA Cup with Budweiser

The FA Cup with Budweiser is the world’s most exciting, authentic and democratic knockout competition. Every player, referee, manager and fan dreams of a place in the history of The FA Cup. And each season the competition gives clubs all over the country a potentially global stage.

Financially, The FA Cup can provide a lifeline to clubs at every level. And for their fans, The FA Cup provides an endless supply of memorable moments, from seeing who your team will draw in the next round; travelling hundreds of miles to share in their celebration or commiseration; right through to that unforgettable walk down Wembley Way in May.

The FA Cup overflows with human interest stories, and every year new heroes are born, new chapters written. It may have already occurred it may happen this year – or perhaps it’s yet to come: but The FA Cup will guarantee everyone has their day.

About Budweiser & Football

Budweiser and its parent company Anheuser-Busch InBev (AB InBev) has  a vast heritage in football, including partnerships with the FIFA World Cup™, the Copa América, a number of local leagues and tournaments across the world and, of course, The FA Cup.

Budweiser has already demonstrated its commitment to grassroots football through its FA Cup partnership by sponsoring non-league Wembley FC.

About Anheuser-Busch InBev

Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with an American Depositary Receipt secondary listing on the New York Stock Exchange (NYSE: BUD). It is the leading global brewer and one of the world’s top five consumer products companies. Beer, the original social network, has been bringing people together for thousands of years and our portfolio of well over 200 beer brands continues to forge strong connections with consumers. We invest the majority of our brand-building resources on our Focus Brands – those with the greatest growth potential such as global brands Budweiser®, Stella Artois® and Beck’s®, alongside Leffe®, Hoegaarden®, Bud Light®, Skol®, Brahma®, Antarctica®, Quilmes®, Michelob Ultra®, Harbin®, Sedrin®, Klinskoye®, Sibirskaya Korona®, Chernigivske®, Hasseröder® and Jupiler®. In addition, the company owns a 50 percent equity interest in the operating subsidiary of Grupo Modelo, Mexico’s leading brewer and owner of the global Corona® brand. AB InBev’s dedication to heritage and quality originates from the Den Hoorn brewery in Leuven, Belgium dating back to 1366 and the pioneering spirit of the Anheuser & Co brewery, with origins in St. Louis, USA since 1852. Geographically diversified with a balanced exposure to developed and developing markets, AB InBev leverages the collective strengths of its approximately 116,000 employees based in operations in 23 countries worldwide. In 2011, AB InBev realized 39.0 billion US dollar revenue. The company strives to be the Best Beer Company in a Better World. For more information, please visit:


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