The promotion will offer drinkers the chance to win one of 12 trips for two to next summer's event in South Africa where Budweiser will be the official beer of the tournament.
The initiative will run from August 2009 to mid-November 2009 on more than 2.5m Budweiser packs and the message will be supported with themed point-of-sale material that will be available to more than 23,000 take-home outlets. Some 200 cash & carry outlets will feature themed pallet shrouds to bring the sporting promotion to life in-store.
Andreas Hilger, marketing director for InBev UK, said: ‘This promotion will tap into the growing football fever by giving people the chance to win a once-in-a-lifetime trip to the world's biggest sporting event.'
To enter consumers have to text or email answers to FIFA World Cup trivia questions featured on the inside of the promotional packs. There will be 12 weekly draws from August 28 2009 and winners will receive a pair of tickets to two 2010 FIFA World Cup South Africa fixtures and return flights from London Heathrow.
Hilger added that the promotion's weekly prizes will encourage Budweiser consumers to enter a number of times over the summer months.
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