January 31 2020


Octagon, Influencer Marketing, Events

Integrated Marketing and Influencer Focused Program to Feature 200 “Kings of Culture” and Reach Millions of Followers Around the World

“BUDX Miami” to Include Branded Takeover of 250-Room “BUDX Hotel” and Waterfront Mansion in South Beach

“BUDX Hotel” to Host Exclusive Concerts Headlined by Halsey, Black Eyed Peas, and Diplo 

MIAMI, Fla. – January 31, 2020 – To celebrate Super Bowl LIV in Miami, and help make Budweiser the most talked about brand surrounding the game, Octagon, Deutsch, WINK and Virtue, are working together with AB InBev to produce “BUDX Miami,” one of the largest integrated marketing and influencer focused programs in Budweiser history.

With experiential and activation management from Octagon, strategic and content direction from Deutsch, concept and production work by WINK, and influencer management by Virtue, Budweiser will host 200 select “Kings of Culture” in Miami. The invitation-only guest list will feature influencers from over 20 different countries -- each with a following of more than 1 million -- spanning diverse cultural fields including sports, music, art, and fashion.

“The Super Bowl is the perfect occasion for Budweiser to continue its mission of inspiring culture creators from across the globe to step up and seize their opportunity to shine,” said Richard Oppy, Global Vice President of Global Brands, AB InBev. “With the support and collaboration of our agency partners, we’re going to deliver a once-in-a-lifetime experience for 200 of the world’s most popular culture creators, and we believe that through them we reinforce the King of Beers as a cultural icon.”

As part of the campaign, the BUDX influencers will take part in a unique three-day program of Super Bowl events in Miami, including a stay at the BUDX Hotel in South Beach – a fully immersive experience that will feature a branded takeover of a 250-room hotel and a waterfront mansion. The BUDX Hotel will serve as center stage for exclusive Budweiser concerts headlined by Halsey, Black Eyed Peas, Diplo, and many others. The one-of-a-kind hotel will also play host to pool parties, influencer studios, countless content-driven experiences, and an unforgettable weekend of events for influencers and guests alike.

BUDX Miami is part of AB InBev’s BUDX platform, which features uniquely curated events across the globe that bring together Budweiser’s global creator community and a passionate collection of influencers and international talent. The BUDX Miami Super Bowl LIV program is Budweiser’s first BUDX extension in the United States. 


Octagon is the preeminent integrated marketing and talent management agency in global sports and entertainment. With more than 50 offices in 22 countries, Octagon creates distinctive marketing and advertising campaigns for some of the largest brands and Fortune 500 companies across the globe, and represents more than 900 of the most prominent and influential athletes, talent, and properties in the world. 


Deutsch is a group of innovators, creators, dreamers, thinkers and doers – partners all in service to build brands and make businesses grow through creativity. A full-service, integrated advertising and digital agency, we service an array of clients including: Reebok, Johnson & Johnson, PNC Bank, AB InBev, Newman’s Own, and PNC Bank among others. Internationally awarded, Deutsch delivers authentic content that entertains, educates, and builds brand loyalty for its clients.


WINK Worldwide is an experiential creative agency from Amsterdam. Working their magic for a broad portfolio of global clients. Master tactile storytellers, building interdisciplinary environments. Full service, from concept to completion, amplified with a made-to-measure content strategy. Creating memorable brand stories and valuable content through live experiences. Touching all senses, awakening the sixth sense, the sense of wonder.


VIRTUE is the creative agency born from VICE. With presence in 24 countries, VIRTUE crafts campaigns, platforms, and IP for some of the top brands across the globe. Using proprietary tools, access, and intelligence, VIRTUE find new ways for brands to matter to the world through an entertainment-centric approach that plunges its hooks into audiences’ subconscious and refuses to let go. VIRTUE is behind award-winning work including Carlings' adDRESS THE FUTURE, Park MGM’s Las Vegas Love Stories, Google Chrome's Don't Be a Browser, Weedmaps’ Museum of Weed, and Q - The Genderless Voice.


Anheuser-Busch InBev is a publicly traded company (Euronext: ABI) based in Leuven, Belgium, with secondary listings on the Mexico (MEXBOL: ANB) and South Africa (JSE: ANH) stock exchanges and with American Depositary Receipts on the New York Stock Exchange (NYSE: BUD). Our Dream is to bring people together for a better world. Beer, the original social network, has been bringing people together for thousands of years. We are committed to building great brands that stand the test of time and to brewing the best beers using the finest natural ingredients. Our diverse portfolio of well over 500 beer brands includes global brands Budweiser®, Corona® and Stella Artois®; multi-country brands Beck’s®, Castle®, Castle Lite®, Hoegaarden® and Leffe®; and local champions such as Aguila®, Antarctica®, Bud Light®, Brahma®, Cass®, Cristal®, Harbin®, Jupiler®, Michelob Ultra®, Modelo Especial®, Quilmes®, Victoria®, Sedrin®, and Skol®. Our brewing heritage dates back more than 600 years, spanning continents and generations. From our European roots at the Den Hoorn brewery in Leuven, Belgium. To the pioneering spirit of the Anheuser & Co brewery in St. Louis, US. To the creation of the Castle Brewery in South Africa during the Johannesburg gold rush. To Bohemia, the first brewery in Brazil. Geographically diversified with a balanced exposure to developed and developing markets, we leverage the collective strengths of approximately 175,000 employees based in nearly 50 countries worldwide.