The World Cup is a tough time for brands to cut through the clutter and make a lasting impression on fans, but one brand I noticed sifting through social was Estrella Jalisco. The Anheuser-Busch InBev beer used a host of micro and macro influencers to garner attention for the Mexican beer, using messaging of rallying around the Mexican National Team and supporting North America’s only entrant in the 2018 tournament.
In addition to using influencers to boost awareness, Estrella also ran sweepstakes where fans who showed their Mexico support using #VamosPorLaEstrella and #sweepstakes were entered for a chance to win a flyaway to any of the remaining Mexico games in the U.S. in 2018.
From freestylers to video content creators and from musicians to TV/radio hosts, Estrella used a bevy of influencers in their campaign and, most importantly, gave each the freedom to highlight the product in a way that isn’t foreign to each influencer’s already-curated feed.
Below are a few examples of the posts created.
Daniel Got Hits
The time has come to put on your jerseys for the World Cup. Support your National team by passing the ball and scoring goals for a chance to win some prizes. Start now! Visit: vamosporlaestrella.net – Passing the ball to: @chuybravo / received from: @daliokapi – Thank you @talento1music & @marcodreamz for this opportunity! #passtheball #vamosporlaestrella #worldcup