To bring Budweiser’s sponsorship of the FIFA World Cup to life and celebrate the euphoric energy of the tournament, we created noise-activated
Budweiser vending machines that reward football fans with a free Bud if they make enough noise to prove their passion.

The machines look like a huge version of the noise-activated Budweiser Red Light Cup that is being distributed throughout the tournament.

We put fans to the test in London, Rio and Seoul by placing the vending machines in places that are usually quiet.
There was an extra surprise for fans with the most heart…