Budweiser is providing an interesting take on the Big Brother format as part of its World Cup activity. The beer brand has holed up 32 fans (representing the 32 teams) in a 'Bud House' in South Africa as part of an online reality show. They will watch all the matches together, with each representative fan being booted out of the house when their respective team is ejected from the competition.
The fan from the winning country will present Bud's "Man of the Match" to the most popular player at the World Cup final.
It’s a clever way of promoting global unity around the brand. Although the fans are all competitive and out to win they are all ultimately united by their passion.