Budweiser brings Big Brother to the World Cup

AB InBev is to set up a Big Brother-style house in South Africa to house fans during the FIFA World Cup this summer.

The world’s biggest brewer will set up the “Bud House” to host 32 fans, one from each of the countries competing, and promote its Budweiser beer.

It is one of three advertising campaigns the company intends to run during the tournament.

Auditions are already underway to find the 16 men and 16 women who will go into the house and appear in online “episodes” every day of the competition.

The show itself is to be produced by Ridley Scott Associates, the parent company of director Ridley Scott’s many production companies.

During their time in the house there will be plenty of chances for the fans to watch the matches and drink beer, as well as the opportunity to take part in activities such as ostrich racing and surfing sand dunes.

The contestants will also help build a football pitch for a local community, although the location of the house is a secret.

However, staying in the house is very much down to how well the housemate’s respective team performs in the tournament.

When a team is eliminated, so is the fan from that country in the house. The final pair will go to watch their countries play in the final.

The winning fan will also present the Budweiser “Man of the Match” award to the chosen player.

Chris Burggraeve, chief marketing officer at AB InBev, said in an interview with Bloomberg that it was “American Idol meets Survivor meets football.”

“The 2010 FIFA World Cup South Africa presents an unparalleled opportunity for us to fully leverage our newfound scale and expanded brand portfolio for the newly formed Anheuser-Busch InBev,” he said.

“Digital and experiential marketing will be at the core of our connection plans to unite football fans in ways we have never done before in past World Cups.”

Budweiser is the official beer of the World Cup, although SABMiller, which dominates the South African beer market, has agreed with the FIFA governing body to provide as many as 10 million beers for fan parks during the competition.

Budweiser has no breweries in South Africa itself and will focus on in-stadium sales instead.

Rupert Millar, 07.04.2010