Budweiser, to promote its sponsorship of the FA Cup, has updated its Man of the Match app to allow users to pose with a replica of the trophy by pointing their smartphone at a branded beer mat.

Budweiser Interactive is a new section within the app, powered by augmented reality technology Aurasma, and brings to life “anything from an advertisement in a match day programme to a beer mat”.

It tells users that they can “view vidoes and animations while still seeing the surrounding environment ahead of you – bringing physical and virtual worlds together”.

The Man of the Match app also allows users to vote for man of the match, browse fixtures and access match stats.

Beer mat marketing is a tried and tested method, largely by beer brands directly, that might seem old hat – but actually strengthens branding subtly in the very places where people spend large amounts on alcoholic beverages.

Bringing something interactive to this ambient form of marketing, seeded via a pre-existing app that provides useful information to users, is a great way to get people to create content in an environment where they’re receptive to it – and prone to random spouts of boredom.

The only thing missing here is clearer social links (and perhaps a better description within its App Store listing), perhaps with an incentive or competitive element wrapped in to further encourage people to upload their photos.

Aurasma is being used more and more by brands around the world to power interactive apps (we covered Net-A-Porter and Citadel's campaigns most recently), but there could be more direct ‘Post to Facebook’ links within Budweiser’s app to make the most of this.

Vikki Chowney

Published 12 April, 2012 by Vikki Chowney

Vikki is head of community at TMW. You can follow her on Twitter or Google+

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Comments (4)

Andy Barclay

Andy Barclay, Account Manager, Client Success at Lyris

An excellent article - you can also see Holly Willoughby and the presenters of ITV's 'This Morning' trying it out at this link:


An excellent suggestion on the direct 'Post to Facebook'. I'm pleased to say that an update to Aurasma is already in the pipeline that includes this as a new feature. Check it out soon!

over 6 years ago


Nigel Webb

Interesting use of AR and beermats. But what are "random spouts of boredom"?

over 6 years ago

Vikki Chowney

Vikki Chowney, Head of Social at TMW

Spouts of boredom: losing concentration or getting distracted at some point or another.

over 6 years ago



Spot on with this write-up, I honestly feel this web site needs
a great deal more attention. I'll probably be returning to read through more, thanks for the advice!

about 6 years ago

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