Heineken Brings its UEFA Association to Life for Fans

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

Marketplace Activation

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.

Heineken Offers Hawks/Thrashers Fans an Ultimate Lounge Experience

Are you looking for new ways to leverage beverage partners? Are you looking to benchmark the finest in-venue destinations in sports?

In 2007, Heineken signed on with the Atlanta Spirit, an ownership group that owns and operates the Atlanta Hawks and Atlanta Thrashers, to create one of sports' ultimate in-venue destinations. The space, referred to as the Heineken Lounge, serves an ultimate lounge that has become a focal point in Philips Arena.

Heineken equipped the space with 63-inch plasma screens to entertain moderate-sized groups willing to pay a little extra for an ultimate game experience. While the Heineken Lounge is situated in the upper level of the arena, the space is a perfect setting for consumers to entertain friends and business clients at live sporting events and concerts.

Check out a video here and some pictures of the space below:



A special thanks to Brandi Burton of the Atlanta Spirit for her insights and contributions to this column.

Take an Inside Look at the Heineken Holland House

Are you looking for new ways to enhance your hospitality footprint? Are you looking to create an on-site activation plan designed to spur nationalism?

Since 1992, Heineken has created a "Holland House" at each of the Olympic Games for all Dutch athletes, family members, friends, sponsors, media representatives, and VIP guests to enjoy while demonstrating their support for the Dutch athletes during Olympic competition.

The Heineken Holland House, serving as the home of the Dutch Olympic Committee, is an ultimate fan destination for those attending the Olympic Games. In 2010, the Heineken Holland House featured a main hall that hosted 4,000 people every night with various entertainment, including celebratory medal ceremonies and nightly performances by Dutch artists and DJ's. The venue also features a Lodge Restaurant as well as a number of interactive games for all to enjoy.

Check out a behind-the-scenes look at the incredible venue:

For Heineken, It's All About the Experience

Are you looking to create a new, unique mobile marketing campaign? Are you looking for new ways to leverage an alcoholic beverage provider?

In 2008-09, Heineken toured the globe with a captivating mobile marketing tour called the Heineken Extra Cold Experience. The campaign toured major cities across the globe (spanning multiple continents) in an effort to promote the fact that Heineken can be served "extra cold" to drive refreshment.

To demonstrate how consumers feel while drinking an Extra Cold Heineken, the company created a mobile tour experience that featured a collection of engaging elements, including:

  • A Big Igloo Experience (Where Premiums Were Distributed)
  • An Ice Bar (With Free Samples)
  • A Live Stage
  • Live DJ Entertainment
  • Heineken Models
  • Lounging Stations and Giant Ice Cube Chairs

Heineken supported the campaign with a tremendous Facebook Fan Page filled with tons of pictures, videos, and consumer feedback.  

Check out a few videos that detail the incredible experience Heineken is offering consumers (and how they created it):


Check out the Heineken Extra Cold Experience campaign microsite below (geared towards the European marketplace):