Budweiser FIFA World Cup™
Qatar 2022 Promo

Biggest global campaign in the brand's history for this event. This case study outlines the design and user experience strategies to enhance fan engagement and ensure an unforgettable Budweiser World Cup experience for more than 15 countries.

Timeline: March 2022 - November 2022

Role: Product Designer

Tools: Figma, Adobe Photoshop, Miro, Jira

Client: Ab InBev together with Squadra Digital

OVERVIEW

Problem

Budweiser, an official sponsor of the FIFA World Cup 2022, orchestrated an exciting promotional event. Their goal was to captivate beer enthusiasts, offering them enticing opportunities to win thousands of prizes, including an exclusive trip to Qatar. How can this immersive experience be designed to ensure that consumers continue to buy Budweiser's products, and keep participating?

Goal

Create user that will lead users to different paths to enjoy a Bud, scan the QR code on the packaging and surprise the buyer with a instant prize and a chance to win tickets to the World Cup.

Challenges

For this product design project, we worked with different groups from various countries. The main challenge was to figure out what each country needed for their promotion, and follow their rules, language, and deadlines.

The way we conducted the design process

Define

Research and understand the problem, subject, users, and stakeholders

Define

Propose the best user flow for the campaign and addition of new features if necessary

Prototype

Work on initial wireframes to prototype, and create a style guide with asset addition from a third party agency

Test

Communicate with the global teams and work together with QAs to ensure that the goals were met

When I was assigned to this project, the research and initial phases of discovering the product had already been done, but they needed a Product Designer to keep improving the experience and suggest features according to daily market needs.

Each market (country) ran their own user experience tests, and provided data to make sure that the campaign would fit the specific needs of clients, stakeholders, and legal requirements.

The main user flow consisted of a 2-scan technology where the QR code would lead to the promotional website, and the bottle scan would recognize the beer bottle and provide the lucky number and/or instant prize immediately.

As for the sitemap, the information provided needed to be simple, and straightforward to not stray away from the main purpose of the product, which was the bottle scan and user engagement through it.

To comply with legal, the website needed to specify the prizes, provide a FAQ, terms and conditions, privacy policy as well as responsible consumption. The copywriting also had to use the brands voice along with no dual intent descriptions.

How did we global communicate?

Following the agile methodologies, together with the engineering team, QAs, Product Managers, Product Owners, and another designer, I participated on daily and checkpoints to go over the development of the product to make sure that the design was delivered on a timely matter.

I also engaged on weekly calls with each country representative to listen to their needs and accommodate design changes.

The main platforms used were Slack, Discord and Jira.

Key features and technology used

The scan technology recognizes the open bottle. For users to understand how to properly succeed in this task, a tutorial was added prior to the scan effort. Error/Feedback messages were added as well.

(1) Open the bottle (2) Camera close to the neck (3) Open top and QR visible

Deliverables

The main visual design was created by a third party agency, and my job was to ensure that it would comply to the Design System DaVinci that AbInbev utilizes for all of their branded websites, along with the CMS (Drupal) limitations. If assets were not provided I was in charge of creating them by following the brand identity. For each country I had to provide the Figma designs with translated versions (Spanish, English, Portuguese)