I just saw this article on the partnershipactivation.com website (www.partnershipactivation.com) about how Budweiser has recently launched a billboard campaign in the Tokyo subway station (see Shibuya station sign above billboard).
Budweiser is an official sponsor of the World Cup and it appears they are pumping some of their marketing might into Japan in support of the upcoming World Cup. It’s still up in the air if Japan will qualify, but this effort by Budweiser makes me think their motivation is less about football and the upcoming World Cup and more about trying to build their market share in a competitive Japanese market (Japanese beer is delicious).
I’m not faulting them in any way, but I’d be curious to know if this is part of a worldwide campaign. Particularly I’d be curious about what they’re planning to do in South Africa, a country where it’s pretty darn difficult to find Budweiser (except for at the Confederations Cup and likely upcoming World Cup – due to sponsorship). Budweiser doesn’t have much market share in South Africa – will they be doing a huge marketing push? Is this an opportunity for them to undertake some socially focused initiatives to build brand awareness and appreciation?
Full article can be found here: http://www.partnershipactivation.com/headlines/2009/7/30/billboard-of-the-week-budweiser-world-cup.html