Budweiser Introduces Football Phoneographers at FA Cup Semifinals

Budweiser Introduces Football Phoneographers at FA Cup Semifinals 
- Football's first social media 'pen' opens at Wembley Stadium - 
LONDON, ENGLAND -- (Marketwired) -- 04/12/13 -- Smartphones will
battle with long lenses at The FA Cup with Budweiser this weekend as,
for the first time ever in football, some of the web's best amateur
photographers are given the same level of accreditation as their
professional counterparts. 
FA Cup sponsor Budweiser is making media history by selecting
'Phoneographers' - amateur photographers who shoot solely on
smartphones - to become the tournament's first official social
reporters capturing, editing and sharing all the action from the
The initiative is helping to celebrate Budweiser's fan film TV
advert, which will tell the story of the 2012/13 FA Cup season from a
fan's perspective and continues Budweiser's commitment to bringing
The FA Cup closer to fans. The 120 second ad will air in the last
commercial break before The FA Cup Final kicks off on 11 May 2013. 
The lucky Phoneographers will shoot pitch-side alongside professional
sports photographers, getting a perspective of the game that an
amateur photographer can only dream about.  
The appointment of the two social media photographers will not only
satisfy the public's appetite for exciting images, but also recognise
the power of citizen journalism. 
The Phoneographer's images will be shared on Twitter under the
hashtag #tothedream. Football fans can also Tweet their own FA Cup
photographs by following @BudweiserUK and using #tothedream for the
chance to have it appear in a Budweiser fan film TV advert, which
will be played during The FA Cup with Budweiser final on 11 May.(i) 
Iain Newell, Budweiser's UK Marketing Director, comments: 
"We're thrilled to be bringing these avid football and photography
fans closer to the game they love in a way they can share with other
fans in stadium and at home. It reflects the changing way people get
their football updates and our desire to bring the magic of The FA
Cup even closer to the fans, which social media certainly has the
potential to do. We hope the Phoneographer's shots will help
celebrate the great moments from this season's Semi-Finals and
capture the optimism of fans hoping to see their team reach the Final
in May." 
Links to Editors  
#tothedream Photography timeline 
Final FA Cup fan film  
Notes to Editors  
The lucky Phoneographers are: 
Oliver Nielsen 
Oliver runs popular football Twitter feed @awaydays_ with over 53,000
followers, which collates pictures of away fans. He is 18 years old
and is studying IT Management in Leeds. 
Ope Odueyungbo 
Ope is a London based amateur street photographer with an Instagram
account, greatarsenal that has built up over 47,000 followers in the
last two years. He is 21 years old and is a student studying
Photography in London. 
(i) The TV advert will air on ITV and ESPN in the UK only. 
T&Cs apply see
http://tsandcs.budweiser.co.uk/budweiser/facupjourneys- for details. 
About The FA Cup with Budweiser 
The FA Cup with Budweiser is the world's most exciting, authentic and
democratic knockout competition. Every player, referee, manager and
fan dreams of a place in the history of The FA Cup. And each season
the competition gives clubs all over the country a potentially global
Financially, The FA Cup can provide a lifeline to clubs at every
level. And for their fans, The FA Cup provides an endless supply of
memorable moments, from seeing who your team will draw in the next
round; travelling hundreds of miles to share in their celebration or
commiseration; right through to that unforgettable walk down Wembley
Way in May. 
The FA Cup overflows with human interest stories, and every year new
heroes are born, new chapters written. It may have already occurred,
it may happen this year - or perhaps it's yet to come: but The FA Cup
will guarantee everyone has their day. 
About Budweiser & Football 
Budweiser and its parent company Anheuser-Busch InBev (AB InBev) has
a vast heritage in football, including partnerships with the FIFA
World Cup(TM), the Copa America, a number of local leagues and
tournaments across the world and, of course, The FA Cup.  
Budweiser has already demonstrated its commitment to grassroots
football through its FA Cup partnership by sponsoring non-league
Wembley FC. 
About Anheuser-Busch InBev  
Anheuser-Busch InBev is a publicly traded company (Euronext: ABI)
based in Leuven, Belgium, with American Depositary Receipts on the
New York Stock Exchange (NYSE: BUD). It is the leading global brewer,
one of the world's top five consumer products companies and
recognized as first in the beverage industry on FORTUNE Magazine's
"World's Most Admired" companies list. Beer, the original social
network, has been bringing people together for thousands of years and
our portfolio of well over 200 beer brands continues to forge strong
connections with consumers. We invest the majority of our
brand-building resources on our Focus Brands - those with the
greatest growth potential such as global brands Budweiser(R), Stella
Artois(R) and Beck's(R), alongside Leffe(R), Hoegaarden(R), Bud
Light(R), Skol(R), Brahma(R), Antarctica(R), Quilmes(R), Michelob
Ultra(R), Harbin(R), Sedrin(R), Klinskoye(R), Sibirskaya Korona(R),
Chernigivske(R), Hasseroder(R) and Jupiler(R). In addition, the
company owns a 50 percent equity interest in the operating subsidiary
of Grupo Modelo, Mexico's leading brewer and owner of the global
Corona(R) brand. Anheuser-Busch InBev's dedication to heritage and
quality originates from the Den Hoorn brewery in Leuven, Belgium
dating back to 1366 and the pioneering spirit of the Anheuser & Co
brewery, with origins in St. Louis, USA since 1852. Geographically
diversified with a balanced exposure to developed and developing
markets, Anheuser-Busch InBev leverages the collective strengths of
its approximately 118 000 employees based in 23 countries worldwide.
In 2012, AB InBev realized 39.8 billion US dollar revenue. The
company strives to be the Best Beer Company in a Better World. For
more information, please visit: www.ab-inbev.co.uk.
Budweiser press office at
Mischief PR
020 3128 6600
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