Budweiser leverages mobile for real-time polling
Budweiser is rolling out a mobile application to let televison sports fans interact with the FIFA soccer tournaments on a deeper level.
Budweiser is using the app as part of its sponsorship of the Man of the Match award with the FIFA Confederations Cup Brazil 201 3 and the 2014 FIFA World Cup Brazil. The app is available for Android and iPhone devices.
?We know that our consumers worldwide live with their mobile phones never far from their sides,? said Camilo Durana, global director of Budweiser Sports and Entertainment, Leuven, Belgium.
?Many sports fans, and especially soccer fans, connect to and engage sports via their second screen,? he said.
?Whether this means they are watching games and content on their phones, or enjoying apps like the Budweiser Man of the Match app while watching games on a TV, they?re connected.?
Vote on mobile
The Man of the Match award is presented to a player at the end of each match during the two tournaments and is based on the player's influence in the team?s performance.
The app is called FIFA Man of the Match and lets fans vote for their favorite player in real time.
The app syncs to a Facebook account and lets consumers view current matches and place their votes.
Additionally, consumers can share content and encourage their friends and family members to participate, which helps Budweiser spread the word about its app and drive downloads.
Users can also view upcoming matches, receive real-time scores and set reminders to vote for upcoming matches.
The app also lets consumers sign-up for email newsletters.
After the matches begin, users can also view all of the Man of the Match awards under the history tab or view specific stats on players.
Sports fans can also vote for their favorite players through Budweiser?s Facebook and Twitter pages, through the BudweiserManoftheMatch.com microsite or via FIFA.com.
?Mobile is obviously a high priority amongst these since our target globally utilizes mobile frequently in their daily lives,? Mr. Durana said.
?By having both online and mobile voting capabilities, we are enabling fans to engage with the Man of the Match wherever and however they are following the games,? he said.
Budweiser created a similar app for the brand?s partnership with the Football Association Challenge Cup.
Focusing on apps around second-screen and social engagements helps keep fans engaged while they watch sports games and can be a great way for brands to link TV and digital marketing initiatives together.
?Soccer fans are among the most passionate and vocal fans in the world,? Mr. Durana said.
?Budweiser saw tremendous success when the Man of the Match program was opened to fan voting in 2010, and we are thrilled to provide even more fans with a voice and role in determining this authorized award via their mobile devices,? he said.
?Based on what we?ve seen with our FA Cup app, we imagine our consumers will be watching games with their friends, while accessing our content via their phones and voting during each game.?
Lauren Johnson is associate reporter on Mobile Marketer, New York