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Budweiser’s Special Red Cups Light Up When World Cup Fans Cheer

Budweiser’s Special Red Cups Light Up When World Cup Fans Cheer
Merchandising & Curation

The beer brand is bringing the spirit of the 2018 FIFA World Cup to its interactive glassware, which glows red when users chant or clap, and functions as a key promotion for the long-time World Cup partner

Rachel Gonzalez
  • 19 june 2018

Budweiser is taking its responsibility as sponsor and official beer of this year’s FIFA World Cup seriously with its noise activated light-up cup. The Red Light Cups are activated by any loud sounds, like clapping, cheering and victory chants, adding to the festive ambiance of the games.

Every Russian stadium will serve the beers in a Red Light Cup during the tournament. The cups will be available in 70 different styles, one for each match, and will also be available in a variety of languages. The engaging devices figure as an accessory to Budweiser’s Light Up The FIFA World Cup campaign, which also features drones that deliver the brand’s brew from its origin in St. Louis all the way to Moscow.

In addition, Budweiser has a partnership with Amazon Prime Now to offer two-hour beer delivery to the nearly 44 million people viewing the World Cup from home. Budweiser has always been a company for the fans and has had a long partnership with FIFA, so its interactive cup and speedy delivery system fit with its dedication to building customer engagement at a key cultural event for the brand.

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