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Drinks · Case study

How Budweiser turned national match-day venues into a connected fan experience.

Budweiser brought the football occasion to life across Tiger's Milk and La Parada venues nationally — combining venue screens, promotional media, QR participation, mobile engagement, offers and rewards to turn match-day audiences into active participants.

  • Venue media
  • Mobile engagement
  • Gamification
  • QR activation
  • Rewards
  • Consumer data
Client
Budweiser / AB InBev
Venue partners
Tiger's Milk, La Parada
Roll-out
National, South Africa
Engagement
A venue TV during live football, squeezed back beside a Budweiser advert: purchase a Budweiser and stand a chance to win 3 Budweiser fridges. 18+, drink responsibly.

QR code that opens this Budweiser case study on hellobrand.co.za.

The Budweiser offer in the Tiger's Milk web app: order a 330ml Budweiser and stand to win, then rub the tile to enter.

Delivered by Hello Brand with Brand Box and Hello Brand OS, powered by Social Wiiv.

All 25 restaurants on the network: 16 Tiger's Milk and 9 La Parada

Tiger's Milk 16

Gauteng

  • Bedfordview
  • Bryanston
  • Cedar Square
  • Melrose Arch

Western Cape

  • Blouberg
  • Camps Bay
  • Century City
  • Claremont
  • Durbanville
  • Kloof Street
  • Muizenberg
  • Stellenbosch

and 4 more Tiger's Milk restaurants

La Parada 9

9 La Parada restaurants

Every campaign on the network ran in all of them at the same time.

Not for persons under the age of 18. Enjoy responsibly.

The campaign brief

Turn match-day momentum into measurable consumer engagement.

Budweiser wanted to take the excitement of football beyond the broadcast and into social venues — driving awareness, venue visitation, purchase and participation across Tiger's Milk and La Parada nationally.

  • Drive awarenessBe visible during the moments fans care about most.
  • Drive venue participationGive consumers a reason to visit, check in, buy and engage.
  • Create measurable engagementConnect physical media to digital participation, rewards and repeat behaviour.
Supporters cheering in a venue as a match is shown.

Supporters watch the match while the screen carries Budweiser in the L-shaped format.

The idea

A venue screen showing football in a packed stadium, with a red Budweiser strip along the bottom: purchase a Budweiser and stand a chance to win tickets, beside a Budweiser bottle and the trophy.

Made for match day.

Every Budweiser promotion in the venues ran on one simple loop: buy, scan, enter. A Budweiser bought at the table unlocked a chance to win, through a QR code on the bottle, the screen or the table, and the venue's own web app.

  • Win 1 of 2 fully stocked Bud fridges with a draught tower or a bucket to share
  • Get a Bud and a burger: a meal deal, with a chance to win
  • Buy a 330ml Budweiser and stand to win 1 of 3 limited-edition mini fridges
  • Check in, build a winning streak and bring the crew
Venue partners
Tiger's Milk and La Parada
The venue network
16 Tiger's Milk and 9 La Parada restaurants
Package
Tier 1: the top banner on the main navigation page and peak time on the screens
Length
8 weeks
The occasion
Live football, on the venue screens
The product
Budweiser 330ml, with a QR code on the bottle
The platform
Brand Box screens and the venue web app
Who could play
Adults aged 18 and over

The network figures cover the whole Tiger's Milk and La Parada platform, which carried 42 brand activations in 18 months.

On the screens, around live football

Connected the screen, the table and the phone.

Hello Brand used Brand Box to deliver Budweiser campaigns through existing venue screens while keeping live sport at the centre of the experience.

The L-shaped advertising format allowed Budweiser to remain continuously visible alongside the match, while QR codes, product, promotional media and mobile experiences gave consumers immediate ways to participate.

  • Main screenLive sportUninterrupted match content.
  • Left vertical adBrand presenceAlways-visible Budweiser identity.
  • Bottom strip: offer + QRCall to actionScan, participate or redeem.

The slim strip, during the match

A venue screen showing football in a packed stadium, with a slim red Budweiser strip along the bottom: purchase a Budweiser and stand a chance to win tickets to the 2022 World Cup in Qatar, then connect to Wi-Fi for the deal.
The bottom slim strip under live football: the offer, then the call to connect.

The match keeps the whole screen. Along the bottom, the strip turns the offer over: purchase a Budweiser and stand a chance to win one of three Budweiser fridges, then connect to Wi-Fi for the deal.

The guest is already on the venue's free Wi-Fi, so the next step is one scan away.

Three screen formats

Each venue screen could carry Budweiser three ways, every one signed off before it went live: a full-screen advert between matches, an L-shaped split around the game, and a slim banner along the bottom.

  • Full-screen Budweiser advert: a hand holding a cold bottle of Budweiser, King of Beers.
    Full screenThe brand's own advert, 1080 by 1920 pixels.
  • L-shaped split screen: a Budweiser bottle and glass down the left, football in the window, and a strip along the bottom: get a Bud and a burger and stand a chance to win. 18+.
    Split screenThe L around the match: a 420-pixel side panel and a bottom strip.
  • Football on the venue screen with a slim Budweiser banner along the bottom: King of Beers, get a Bud and a burger and stand a chance to win.
    Bottom slimA rotating banner under the game, 216 pixels high.
  • L-shaped mediaAdvertising around live sport
  • Centralised controlCampaigns managed remotely
  • Connected venuesContent distributed nationally
  • Mobile engagementScreen-to-phone interaction

The venue became the media channel

From the screen to the table.

At Tiger's Milk and La Parada, Budweiser surrounded the match-day occasion with connected physical and digital touchpoints — keeping the campaign visible from the screen to the table and creating multiple opportunities to participate.

Venue screen · L-shaped media
Mobile experience
A bottle of Budweiser.
Budweiser bottles
Budweiser promotion: buy a 330ml Budweiser and stand a chance to win one of three limited-edition mini fridges.
Promotional offer
A limited-edition Budweiser mini fridge stocked with bottles.
Rewards · mini fridge

Ways in

The same call to action met guests at the door, on the table and in the menu on their phone.

  • Entrance podium banner: welcome to Tiger's Jungle, switch to the free Wi-Fi, scan the QR code and enter for the menu and exclusive deals, presented by Budweiser: good times, bad times, extra times.
    The entrance podiumLit, at the door, presented by Budweiser.
  • Tall Tiger's Milk adwall poster: Budweiser, stand a chance to win 1 of 2 fully stocked Bud fridges when you buy a draught tower or a bucket to share; the first 40 customers get a Bud bar blade. Not for sale to persons under the age of 18.
    Adwall posterFloor-to-ceiling, by the bar: the fridge prize and the first-40 bar blade.
  • Tiger's Milk table talker: get a Bud and a burger, ask your waiter for more details, with a Budweiser bottle, a glass and a burger. Not for sale to persons under the age of 18.
    Table talkerGet a Bud and a burger: ask your waiter.
  • Tiger's Milk table talker: stand a chance to win 1 of 2 fully stocked Bud fridges with a draught tower or a bucket, and a Bud bar blade for the first 40 customers. Not for sale to persons under the age of 18.
    Table talkerThe fridge offer on every table.
  • In-menu banner in the venue web app: stand a chance to win when you get a Bud and a burger, click here to redeem offer. 18+.
    In the menuA banner in the venue's web app, one tap to redeem.
  • Budweiser entry card: Made for match day, with a Budweiser bottle and a responsible-drinking line.
    Entry cardCard-sized, on the table and at the till: fill in the back to enter.

The fan's journey

See it.
Buy it.
Scan it.
Play it.
Win.

The consumer journey

  1. SeeCampaign content appears in the L-shaped format alongside live football. Budweiser in the Tiger's Milk web app: the offer banner, buy a 330ml Budweiser and stand to win one of three mini fridges, above the question tile. Below it, more of the venue app's tiles: menu, win, meal deals and more.
  2. BuyBuy a Budweiser in the venue. Budweiser glass and bottle: order a 330ml Budweiser and stand to win.
  3. ScanScan the QR code on the venue screen, a promotional card, the bottle or pack, or point-of-sale material where applicable. Entrance podium banner: switch to the free Wi-Fi, scan the QR code and enter for the menu and exclusive deals, presented by Budweiser.
  4. AnswerOne quick question from Budweiser unlocks the entry. Web app tile: a Budweiser bottle in the red stadium tunnel, answer below and stand a chance to win. 18+. Below it, more of the venue app's tiles: menu, win, meal deals and more.
  5. PlayOpen the branded mobile experience: match predictions, games, trivia, competitions and promotional entry. Budweiser app screen: rub the tile to enter.
  6. WinEarn points, unlock rewards and enter promotional competitions. Budweiser app screen: you have just won one of three limited-edition Budweiser mini fridges.
Budweiser in the Tiger's Milk web app: the offer banner, buy a 330ml Budweiser and stand to win one of three mini fridges, above the question tile. Below it, more of the venue app's tiles: menu, win, meal deals and more.
Step 1 of 6

Play, reveal, win

In the venue web app, a Budweiser bought at the table became a game: answer a question, rub the tile, and find out on the spot whether you had won a fully stocked Budweiser mini fridge.

  • Web app tile: a glass and a bottle of Budweiser, order a 330ml Budweiser and stand to win. 18+. Below it, more of the venue app's tiles: menu, win, meal deals and more.
    1. OrderA 330ml Budweiser.
  • Web app tile: a Budweiser bottle in the red stadium tunnel, answer below and stand a chance to win. 18+. Below it, more of the venue app's tiles: menu, win, meal deals and more.
    2. AnswerOne quick question.
  • Web app tile: a cold Budweiser bottle, rub tile to enter. 18+. Below it, more of the venue app's tiles: menu, win, meal deals and more.
    3. RubRub the tile to enter.
  • Web app tile: you have just won 1 of 3 limited-edition, fully stocked Budweiser mini fridges. 18+. Below it, more of the venue app's tiles: menu, win, meal deals and more.
    4. RevealWin on the spot.

The same game for the Bud and burger deal

Four tiles in the venue web app, each signed off in the Tier 1 slot: the drinks special, a profiling question, the rub tile and the reveal.

  • Drinks special tile: a Budweiser bottle and glass, beer and burger combo.
  • Profiling tile: a Budweiser bottle, glass and burger, answer below to redeem deal, subject to availability while stocks last.
  • Rub tile: a Budweiser bottle and glass, rub tile to redeem.
  • Reveal tile: get a Bud and a burger, with a Budweiser bottle, glass and burger. 18+.

What you could win

  1. Instant, in the app A limited-edition Budweiser mini fridge stocked with bottles. 1 of 3 mini fridges

    Buy a 330ml Budweiser, answer, rub and reveal: three limited-edition Budweiser mini fridges, fully stocked.

  2. Made for match day 1 of 2 Bud fridges

    Two fully stocked Bud fridges, “perfect for watching the game with friends”, for guests who bought a Bud draught tower or a bucket of Buds to share. The first 40 customers got a Bud bar blade.

  3. At the table A Bud and a burger

    A Budweiser and burger meal deal, redeemed through the web app or by asking the waiter, with a chance to win.

Every mechanic, in detail

Eight ways in, each built to bring a fan back for the next match, and each one a moment the brand could measure.

Buy, scan, enter330ml

The purchase was the entry. A QR code on the 330ml Budweiser bottle, on the venue screen and on the table took the guest straight into the promotion: buy, scan, enter.

Inside the venue web app, a Budweiser drinks special sat on the home screen, so the offer was one tap away for anyone browsing the menu.

Drinks special tile in the venue web app: beer and burger combo. Below it, more of the venue app's tiles: menu, win, meal deals and more.
Answer below: profiling questionsUp to 5

Before the reveal, guests answered a short question set by the brand: up to five per campaign, as multiple choice, yes or no, a typed answer or a drop-down.

Every answer was first-party insight for Budweiser, gathered in the moment, in the venue.

Profiling tile: answer below to redeem deal. Below it, more of the venue app's tiles: menu, win, meal deals and more.
Rub to enter, then the reveal1 of 3

A scratch-card moment on the phone: rub the tile to enter, and the reveal tile tells you straight away whether you have won a mini fridge or a meal deal.

Rub tile: rub tile to redeem. Below it, more of the venue app's tiles: menu, win, meal deals and more.
Check in

Fans could check in at participating Tiger's Milk and La Parada venues, connecting real-world attendance to the digital campaign experience.

  1. Find venue
  2. Check in
  3. Earn
  4. Play
Check in
  • Tiger's MilkNearby
  • La ParadaNearby
Check-in successful+ Points

Try it: tap Check in. Screen recreated for this page; no points values shown.

Winning streaks

One visit should lead to the next. Winning Streaks rewarded repeat participation and gave fans another reason to return for the next match.

  1. More visits
  2. Longer streak
  3. More opportunities
  4. More reasons to return
Streak

Your winning streak

  • Match 01✓
  • Match 02✓
  • Match 03✓
  • Match 04Tonight
Streak activeNEXT MATCH · COME BACK TO CONTINUE

Screen recreated for this page; no reward values shown.

Meet the crew

Football is better with your crew. Fans could bring up to six mates into the experience, earning additional campaign points for themselves and contributing to their team's performance.

  1. You
  2. Your mates
  3. Your team
Your crew

Meet the crew

YOU12345+

5 / 6

6 / 6 · Crew completeBonus unlocked

Try it: tap Invite a mate. Screen recreated for this page; no bonus values shown.

The Tier 1 slot: one booking, every surface3 formats

Budweiser booked the venues' top advertising slot, and every piece of artwork went through one sign-off with the drinks deal, the waiter incentive, and the sales and engagement targets agreed up front. The slot covered:

  1. The lit entrance podium, 100 by 50 cm
  2. The home-screen banner in the venue web app
  3. A lead banner and an in-menu banner
  4. The drinks special tab
  5. A profiling question tile, a rub tile and a reveal tile
  6. Full-screen, split-screen and bottom-slim screen adverts
  7. Up to five profiling questions
Bottle or draught: the same entry2 phases

The buy, scan, enter mechanic was written for every way a guest drinks Budweiser. With a bottle, the guest scans the QR code on the bottle and enters. With draught, the waiter or barman hands over a card with a QR code and a unique number, so a poured beer can enter too.

The point of sale was made for each group of venues: table talkers sized to each group, coasters and QR cards for draught outlets, with buckets, Bud towers and 50 ALU cups in the prize and merchandise kit. It ran in two phases: 5 September to 17 October, then 31 October to 18 December.

The engagement loop

The more you showed up, the more you could play.

  1. Watch
  2. Check in
  3. Buy
  4. Play
  5. Bring your crew
  6. Build your streak
  7. Earn
  8. Come back
  • Watch the match.
  • Check in at Tiger's Milk or La Parada.
  • Buy Budweiser.
  • Play.
  • Bring your mates.
  • Build your streak.
  • Earn rewards.
  • Come back for the next match.

One connected experience

From watching the match to being part of it.

Budweiser connected the moments fans were already enjoying with reasons to participate, return and engage.

  1. Budweiser
  2. Live football
  4. Venue screen
  5. L-shaped media
  6. QR / CTA
  7. Mobile experience
  8. Check in · Play · Crew · Streak
  9. Reward
  10. MeasureHello Brand OS

Budweiser × Tiger's Milk × La Parada

Powered by Hello Brand

The results

3,428 check-ins. 1,749 Budweisers entered. 785 mates brought in.

Every mechanic was built to be counted, and it was: guests checked in at the venue, entered their Budweiser, played, brought their mates along and kept their streaks going.

In the venue

  • 3,428

    Venue check-ins

  • 1,749

    Budweiser purchases entered

    Against 3,428 venue check-ins

  • 2,095

    Plays and promotional entries

Mates, streaks and rewards

  • 785

    Mates brought in

  • 82

    Winning streaks

  • 179

    Rewards won

Every action, counted

What guests did

Count by action

Guests checked in at the venue 3,428 times, and 1,749 Budweiser purchases were entered against those check-ins: every one a bottle or draught bought, scanned and counted. On top of that came 2,095 plays and promotional entries.

The social mechanics did their part. Guests brought in 785 mates, kept 82 winning streaks going, and 179 rewards were won.

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