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Budweiser flew over 100 creators to Doha and hosted them for more than a week, in a country with strict alcohol rules, for a beer brand.
The problem is documented by somebody with nothing to gain from the agency winning the work.
How we know
Marketing Dive independently reported Budweiser rallying over 100 influencers for its World Cup effort. Qatar's restrictions on alcohol during the 2022 tournament are public record.
| Who says so | Marketing Dive, independent of the agency. The agency's own page adds that the work grew out of earlier Super Bowl Miami and PRIDE Brazil activations. Read it |
|---|---|
| A second source | Marketing Dive independently reported Budweiser rallying over 100 influencers for its World Cup effort, matching the scale our text describes. |
| What the agency was asked to do | "Budweiser activated exceptional branded experiences for cultural creators and influencers across the globe during 2022's FIFA World Cup." (ITB Worldwide case study) |
| How the agency was picked | Grew out of earlier work |
| How that happened | Prior relationship: ITB Worldwide's own case study page states the FIFA World Cup 2022 Qatar engagement grew out of prior successful work: 'ITB's previous success bringing influencers and creators to the Superbowl Miami and PRIDE in Brazil was so successful that Budweiser wanted to turn it up a gear.' This directly documents an expansion-from-prior-relationship pattern rather than a first-contact pitch/RFP for the World Cup engagement specifically. |
| How long it took | No specific dates given for the Super Bowl Miami or PRIDE Brazil engagements that preceded the World Cup work. The World Cup work itself is dated to 2022 (Qatar). ITB also won bronze at Cannes Lions and bronze in the Influencer Marketing Team of the Year category at the 2021 Influencer Marketing Awards, suggesting the relationship/agency reputation predates 2022. |
| Recorded as | Budweiser (Anheuser-Busch InBev) |
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