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Infrared

Core disciplines: Events, Experiential marketing

FIFA World Cup™ Bud Hotel

The Brief

Activate Budweiser’s sponsorship of the 2014 FIFA World Cup. ‘Own’ the city of Rio de Janeiro for the duration of the tournament. 

The Solution

Infrared created the ‘Bud Hotel’, a unique brand experience situated on Rio’s iconic Copacabana beach. Managed all production including branding, design and build of experiential and hospitality areas.

Oversaw all operations and logistics for over 1750 guests. A total of 30 meetings and 27 bespoke parties were created with world renowned DJ’s, creating further brand presence in Rio.

The Outcome

The Bud Hotel became ‘the place to be’ within Rio. 400M media impressions. Covered in every major news outlet from Buzzfeed to MailOnline to Reddit. Post-event guest feedback survey returned a 96% rating.

The execution of the ‘Bud Hotel’ is now used as a benchmark for other large scale activations for AB InBev.

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