HAs the title sponsor of the 2010 UEFA Champions League, Heineken created a fully integrated marketing program that involved social and digital media outreach, consumer sweepstakes, and retail components to drive product sales. The brand activated its affiliation with the UEFA Champions League in 60 markets across and leveraged several messaging channels.
Here is a quick look at some of their UEFA Activation:
UEFA Champions League Watch Party - Dubai
Global Guerrilla Marketing Stunt
Heineken celebrated its affiliation with the UEFA Champions League by building a 8m x 6m x 3m model of Santiago Bernabeu Stadium with 40,000 cans. The structure was built in three (3) weeks and took two (2) full days to assemble. Check it out below:
Heineken also executed a series of other events in major soccer markets to engage consumers:
Heineken UEFA Cup Trophy Tour
- Heineken teamed up with UEFA for the fourth time to bring the Champions League Trophy tour to the United States for five (5) weeks, visiting major cities across the nation.
Ultimate Fan Page for fans
- Featured exclusive footage, Trophy Tour updates, and a sweepstakes to win a trip to the UEFA Champions League final
Custom POS at Retail
The UEFA Champions League is the most prestigious club soccer tournament in the world, with 150 million viewers across 220 countries and territories tuning in to watch live each week.