Lighting Up the World Cup

Our first full day as a class began at Moscow’s #budhotel, where Budweiser, the official beer of the World Cup, is working to light up both the world and the festivities here in Russia. We learned quite a lot about Budweiser’s various sponsorship activation efforts, including their Man of the Match Award, Red Light Cups which respond to noises such as the cheering of fans in football stadiums, and of course the brand’s takeover of Moscow’s Intercontinental Hotel. During our time at the hotel, our class had the unique opportunity to explore and interact with Bud Studios, the sponsor’s content creation laboratory. No hyperbole here — as you can see, our tour turned my world upside down!