The 2018 FIFA World Cup is coming to Russia in June. To kick off the excitement, Budweiser announced their global “Light Up the FIFA World Cup” Campaign. According to the press release, the campaign “encapsulates the unparalleled euphoric energy of the world’s biggest sporting event and Budweiser’s passion for energizing fans.”

Interactive elements include 8 million noise-activated Red Light Cups that light up in response to fan cheering, and a variety of integrated experiential, digital and social programs. It will launch in more than 50 countries. Our campaign is the largest in our company’s history, and it demonstrates how we are bringing together fans from around the world over beer and their shared passion for football.