In anticipation of the FIFA World Cup, Budweiser is sending soccer fans on a global scavenger hunt. To get young fans involved, Budweiser is pushing both mobile and out-of-home marketing elements. Hundreds of prize-filled boxes are scattered near major cities (not in the U.S.) as part of Budweiser’s World Cup sponsorship. With less than 100 days until the global event, Budweiser is giving fans the chance to find signed memorabilia, access to a year’s worth of beer, and tickets to the event. The brand and certain athlete partners teased QR codes on their socials this past week that when scanned reveal the coordinates to the location of some of the prize boxes. There’s also a special meaning behind each location, for example, some codes appear near a street where Leo Messi started playing soccer in Argentina. YPulse research shows 23% of Gen Z and Millennials have scanned a QR code to learn more about a brand or event. (Marketing Dive)
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