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Anheuser-Busch’s Budweiser is giving digital a prime spot in its sponsorship as the official beer of the upcoming 2014 FIFA World Cup with a string of video and social efforts.
"On top of TV and the more traditional [parts], digital is the lead component of this campaign," Ricardo Marques, Budweiser’s global advertising director, told Adweek.
"One of the things that we wanted to ensure was that we understood the specifics of each platform and made sure that we have content tailored to each platform," he said.
Budweiser has created a microsite for its "Rise as One" campaign that serves as a hub for all video and social content surrounding the week-long event.