Masters of Marketing

The Marketing Week awards focus on work that combines creativity and innovation to deliver real effectiveness and set industry best practice. Messi 644, for Budweiser, was announced as the winner in the Sport, Gaming & Entertainment category.

When Messi broke Pele’s 46-year-old record of 643 goals for one club, Budweiser flipped the script. When everyone was talking about Messi, we focused on those who challenged him every step of the way. The goalkeepers. A group of players with large social followings who shared a reciprocal respect with Messi. 

We produced personalised Budweiser bottles for each of Messi’s 644 goals, one for every keeper he’d scored against. Distributed through an exclusive roster of 50+ influencer partners and 160 keepers, we enabled a groundswell of conversation and engagement from the exact moment 644 was scored, owning newsfeeds and share-of-voice. Without any paid media support, Budweiser became the #1 most talked about drink globally over the Christmas holiday. Owning 40% of all conversation around the record and with zero paid media, it generated 1,200+ news articles across 84 countries.