Summer 2024.
The UK had a new Prime Minister.
Olympians were making their way to Paris
And England were favourites to lift the Euro’s trophy

Budweiser were the official beer of the England Team with an official ad feat. England legend, Sir Geoff Hurst. But showing cut downs of that ad on social wouldn’t cut it with fans who wanted to talk stats and starting lineups. 

Instead, we helped Bud show up as a genuine fan, reacting in real time to what was happening on the pitch, in the press conferences and – most importantly – in the comments. We asked for score predictions, commented on England posts and made content about what fans were genuinely talking (and moaning) about.

As the tournament progressed, we found fans were most receptive on Instagram and Facebook and pivoted from our starting point of ‘optimistic fan’ to ‘nervous fan’ – still firmly believing in the team, but realising last minute goals and low-scoring games were making every game 90 minutes of squeaky bum time. We even created calming, asmr-inspired videos to help ease the nerves of those on the edge of their bar stools and sofas. 

In total, over 7 games, we made over 100 bits of content and got fans talking about Bud in the comments.

It turned out it wasn’t England’s year to lift the trophy, but we poured a few beers and raised a few glasses and smiles along the way.