Budweiser has incorporated Augmented Reality functionality, which enables users to drink from a virtual FA Cup, into its Man of the Match app.

Using Aurasmas AR platform, limited edition beer cans, when viewed through a smartphone camera, transform into the 3D model of the trophy.

Its an updated version of a similar feature which Budweiser and Aurasma worked together on last football season – in that case, making the cup manifest from Budweiser-branded beer mats.

“Building on the success of last year’s limited edition can, this new initiative supports Budweiser’s commitment to bringing The FA Cup closer to fans,” said Budweiser European marketing director Iain Newell. “These cans are the beginning of many more exciting plans we have in store to utilise AR further down the line in the season; it’s a fantastic and fun way to generate interest and excitement around our involvement in this season’s tournament.”

There will be 1.5m limited edition pint cans, and 7m 440ml cans – or to look at it another way, 8.5m potential FA Cups – making their way into retailers.

You can see the AR functionality in action in the video below: