Budweiser Hosts the FIFA World Cup™ Draw: London

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On December 6th football fans came together for the first major moment of the 2014 World Cup: the final draw. While mainstream media outlets provided the same generic live reaction coverage, Budweiser showed a deeper, more immersive look at fan culture and their reactions around the globe.

In five cities around the world, Budweiser hosted local community events around the World Cup Draw to reveal the fans’ experience of this intense and important night. What are their dreams and nightmares pre-draw? What are their gut reactions post-draw? And how does the fan culture of different nations compare? Here’s how London reacted…