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By The Drum Team | Editorial

October 17, 2012 | 2 min read

Football fans are being given the chance to turn limited edition Budweiser beer cans into the FA cup with Aurasma.

There will be 1.5million limited edition 568ml (pint) cans and 7 million 440ml cans in four-packs featuring the technology to activate the 3D cup when an Aurasma-enabled smartphone is pointed at the can.

Iain Newell, Budweiser's European marketing director, said: "Building on the success of last year's limited edition can, this new initiative supports Budweiser's commitment to bringing The FA Cup closer to fans. These cans are the beginning of many more exciting plans we have in store to utilise AR further down the line in the season; it's a fantastic and fun way to generate interest and excitement around our involvement in this season's tournament."

This year's design incorporates a navy blue banner at the base of the can which marks the season and includes the tribute 'Here's to the Dreamers' as well as red ribbons falling from the cup's handles.

Matt Mills, global head of partnerships at Aurasma, said: "Budweiser has quickly emerged as a brand innovator in augmented reality, pioneering its use across its FA Cup activity to boost fan engagement. Using Aurasma's cutting edge image recognition technology, Budweiser has become the first brand in the UK to embed augmented content onto a beer can, making it a collector's item for adult football fans up and down the country."

Budweiser Aurasma Technology

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