How Budweiser turned World Cup fandom into a digital-to-real-world fan experience.
We launched Budweiser’s first dynamic World Cup digital collectible - connecting global fans to real-world rewards and once-in-a-lifetime experiences.
Budweiser x FIFA World Cup Collection
We made history with Budweiser’s debut Web3 program at the FIFA World Cup Qatar, launching the first-ever Live Scoreboard NFT — a dynamic collectible that updated in real time as fans followed their team’s journey through the tournament. But the experience went far beyond the digital collectible. Fans unlocked exclusive merch, community activations, and entries to win the Budverse 360° Experience — a once-in-a-lifetime VIP trip to Doha including World Cup Final tickets, luxury hotel accommodations, hospitality events, and Budweiser-hosted viewing parties. Every touchpoint connected back to Budweiser’s Budverse ecosystem, strengthening fandom across beer culture and global football.
The result? Over 1 billion PR impressions, 27,000+ NFTs minted, and $6.5M in revenue for Budverse — proving that digital collectibles can drive both culture and business.
A part of the Budverse:
An All-Encompasing Global Web3 Ecosystem
The FIFA World Cup program became a cornerstone of Budverse — Budweiser’s expanding Web3 ecosystem connecting fans of Budweiser, Bud Light, and Michelob ULTRA through digital ownership and real-world experiences.
Our team led creative and blockchain strategy across the platform — spanning campaign development, NFT drops, UX design, social storytelling, Discord community engagement, and IRL activations. Together, we helped build a long-term fan ecosystem designed to deepen fandom, drive innovation, and keep Budweiser culturally connected to the next generation of sports fans.
We designed and built the Budverse platform where fans could mint their collectible and select the national team they wanted to follow throughout the tournament.
Once chosen, each collectible transformed into a live scoreboard NFT, updating in real time as matches unfolded and teams advanced through the World Cup.
The platform became the digital home for the experience — where fans tracked their team’s progress, unlocked rewards, and engaged with the Budverse community throughout the tournament.
Website Design & Build
Choose Your Team. Follow the Journey.
Real-Time Utility:
Dynamic NFTs & Exclusive Experiences & Rewards
At the center of the experience was Budweiser’s Live Scoreboard NFT - a dynamic digital collectible designed to evolve throughout the tournament.
As matches progressed, the collectible updated in real time to reflect each team’s journey through the Round of 16, Quarter-finals, Semi-finals, and Final.
Along the way, collectors unlocked exclusive Budverse rewards including:
✅ Limited-edition NFTs commemorating key tournament moments
✅ Entry to win the Budverse 360° VIP Experience, including World Cup Final tickets, a stay at the Budweiser Hotel, and access to exclusive hospitality events
✅ Budweiser World Cup merch kits for watching the matches in style
NFT Pre-Reveal Mini-Game:
Budverse Penalty Kick
To build excitement ahead of the tournament, we created Budverse Penalty Kick — a playable mini-game that allowed fans to choose their team, create a custom player, and compete for leaderboard bragging rights.
The game became a social activation across Discord and Twitter, where fans shared scores and challenged friends for additional chances to win prizes and rewards.
With intentionally difficult gameplay (even for the bots), the harder you played, the more opportunities you had to score big before kickoff.
Core Creative Team Credits:
Melanie Gargano, Nate Bear, Tan Ha, Brennon Conn & Juan Jose Egúsquiza
(in partnership with Vayner3)
From Digital Moments to Real-World Experiences
From interactive gameplay to VIP hospitality in Doha, the Budverse World Cup program showed how digital participation could unlock real-world fan experiences at the biggest sporting event on earth.
RESULTS
⚽ Argentina claimed the World Cup title and one lucky fan claimed the ultimate VIP experience
⚡️ 1 Billion PR impressions, 27,000 NFTs, 6.5 Million in revenue for Budverse
👾 Thousands of fans engaged with digital collectibles, owning historic game moments and setting a new standard for brand immersion, and proving the power of blockchain-backed experiences
Oh, and Qatar banned the sale of alcohol days before the games began 😅 so we had many last minute creative and social media strategy scrambles!
Red Bull x Burnt Toast x Vayner3
Web3 Programming
Red Bull Doodle Art Competition
We introduced Web3 and blockchain technology for the first time ever to the Red Bull Doodle Art competition, expanding the event’s reach and bringing fresh exposure to both Red Bull and the student artists. This collaboration was further enhanced by our suggested partnership with acclaimed NFT artist Burnt Toast (aka Scott Martin). This gave participants a once-in-a-lifetime opportunity to co-create with a major NFT brand and artist.
Student entries live on our site
We creatively guided the co-creation process with Scott, developing styles and ideas for student creators to experiment with. We designed and developed a new Doodle-style competition website for entries and curated an immersive Final gallery event.
The program promoted positivity and self-expression, culminating in the grand prize, co-created with Scott, awarded at the World Finals in Amsterdam at Capital C. Through this initiative, we introduced a younger generation to Web3, fostering community engagement through NFT sales, artist royalties, and trading of co-created designs.
This year's open call drew 120,000 entries (nearly double the previous year) resulting in 61 finalists whose work was seamlessly integrated into Burnt Toast's iconic doodles and minted on the blockchain.
120,000 Entries & 61 finalists
Each finalist received a digital collectible NFT trophy, designed by the previous year’s winner, celebrating their creativity. Esteemed judges evaluated submissions based on creativity and their ability to capture life’s essence, while a public gallery showcased the finalists’ doodles alongside new NFT creations by national winners.
Art winners had an open mint of the collection that went live during the 3-day event on Nifty Gateway.
This collaboration culminated in Burnt Toast adding his personal touch to the winning artwork by Chiara Croce from Italy.
Vayner3 Creative Credits:
Melanie Gargano, Brenon Conn & Nate Bear
RESULTS
Our Web3 partnership elevated the Red Bull Doodle Art Competition to unprecedented heights, nearly doubling submissions from previous years. This project showcased the limitless possibilities when creativity converges with Web3, inspiring a new generation of artists to explore innovative avenues for self-expression.
Michelob Ultra x LinksDAO x Vayner3
NFT.NYC Event
Creative Direction
We were thrilled to collaborate with LinksDAO, the premier Web3 Golf Community and a pioneering decentralized autonomous organization (DAO) that unites golf enthusiasts worldwide to democratize the sport by buying and governing golf courses. Through this partnership, we helped craft an engaging and immersive experience that connected Web3 golf lovers and ULTRA beer fans at NFT.NYC.
The event, held at the vibrant 5iron Golf Herald Square, brought together over 200 passionate attendees from the LinksDAO community, Web3 leaders, and invited guests. With a dedicated golf simulator bay and an atmosphere charged with excitement, participants had the chance to engage in curated contests and enjoy complimentary Michelob ULTRA beverages. This unique setting not only showcased the intersection of golf and technology but also emphasized LinksDAO’s mission to empower its members through shared ownership of golf courses.
Our creative direction and innovative POAP designs were integral to the event, ensuring that each participant left with a memorable digital collectible that celebrated their involvement. The POAP was available on site only and could be used to unlock future rewards by ULTRA via their Web3 community.
By capturing social content and encouraging interactions across channels, we amplified the event's reach and showcased the dynamic energy of the LinksDAO community. This collaboration not only highlighted the potential of Web3 in transforming traditional sports but also fostered a sense of belonging among golf enthusiasts who are excited about shaping the future of the game.
