Budweiser has kicked off a dual-screen ad campaign for the FA Cup following a tie-up with Zeebox.
The move will mean viewers of the FA Cup final this weekend can take part in match polls, enter Twitter competitions and receive exclusive content including behind-the-scenes FA videos, scores, commentary, team and player stats and profiles, via their second screen while watching the match.
Match viewers can also play a Be The Ref social game within the Zeebox app, which lets them enact the part of the referee or dispute decisions and share them with other friends via the app’s Facebook integration.
To take part in the competition viewers must tweet using particular hashtags preopulated within the Zeebox app to win FA Cup 2013 VIP match tickets, courtesy of ESPN.
The move makes Budweiser one of the first brands to capitalise on the opportunities around second-screen TV shows by integrating with Zeebox, which developers first demonstrated in February this year (nma.co.uk 27 February 2012).
Budweiser worked with media agency Vizeum to broker the deal, along with developer Monterosa, and app developer Tellybug.
Twentieth Century Fox has also embraced the Zeebox platform to promote its campaign for Ridley Scott’s new film Prometheus, which kicked off with a UK premier of the trailer last weekend (nma.co.uk 1 May 2012).
Zeebox is a cloud-based service designed to synchronise a user’s Twitter and Facebook social graphs with what they are watching on TV. It is now available on Apple and Android devices.
More to follow.