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Floating down the Thames for Budweiser

Floating down the Thames for Budweiser

Budweiser embarked on AB InBev’s largest ever commercial campaign to promote the Russia World Cup 2018.  The “Light Up the FIFA World Cup” marketing activities were designed to bring people together to enjoy the tournament and included the deployment of eight million noise-activated Red Light Cups that lit up in response to audience cheering, as well as a variety of integrated experiential, digital and social programmes in more than 50 countries across the world. One of the more ambitious activations was the Bud Boat on the river Thames.

Hailed as the UK’s ultimate FIFA World Cup™ viewing experience, the Bud Boat offered ticket-holding fans the opportunity to watch key matches throughout the tournament on the deck of a boat cruising down the Thames, followed by an after-party hosted by top DJs.  Event agency, Octagon, were commissioned to transform the “Pearl of London” into the Bud Boat, with two floors dedicated to providing a variety of football-viewing areas and the lower deck housing a DJ and dancefloor.

Anna Valley were brought in to provide the AV that would power this dual-purpose fan experience, including;

  • A 3m x 3m LED screen built using the OD4 high-resolution outdoor panels.
  • IP-rated 55-inch displays at the open-deck bar area
  • A distributed D&B audio system
  • LED backlit displays
  • A fibre network to send video and audio signals around the boat and take returns from the DJ
  • A dual-redundant 4G bonded system along with a Relish unit to stream the live feed and supply Wi-Fi for the bar payment system.

Robust testing had to be undertaken in the leadup to the event dates to determine the integrity of the stream over the entire route.  Anna Valley’s director of operations explains, “Unique projects like this don’t come along that often and present a range of unknown factors. We decided to take a “belt and braces” approach, visiting the boat several times on the lead up to the event and carrying out various tests. The team at Octagon had done their homework and despite the venue being a boat on the Thames, the production was slick and organised.”

Get in touch with Anna Valley to discuss your next AV challenge