Task: To create easy and involving online mechanics with 2 FIFA Confederations Cup Final trips as main prize. To engage consumers into the game and generate 8000 leads for BUD consumer database.
Idea: innovative online campaign which promoted itself by engaging consumers into "chain" activity of creating and sharing virtual BUD football balls. Participants had to choose their own way of involvement: either to create and promote own ball, or search the web and collect as many clicks-kicks as possible. Ball hunters where searching for the balls to make the biggest collection. Ball-creators posting the balls to share them. They became our agents, creating and promoting the brand-content.
Tools: Web-site, Online Apps, Web banners, SMM, DM
Awards: Silver Effie 2013, Most effective use of social media marketing