Heineken® has been the official beer sponsor of the UEFA Champions League (UCL) for over a decade. The brand wanted to maximise the value of its investment in the event.
300 million fans watch the tournament worldwide, so Heineken® tasked Edelman to engage with those fans in a way that was original, fun and exciting and would drink Heineken® whilst watching UCL.
A staggering 60% of UCL fans are outside Europe. They follow the games, but they’ve never had a chance to get up close and personal with the action. If we gave them the chance to experience the excitement of the tournament in their home market, Heineken® would cut through the noise for maximum impact.
Strategy & Execution
The 2017/18 season campaign entitled, ‘Share the Drama’ was championed by the UCL Trophy Tour – a global tour which takes the trophy and legends of the game to meet fans around the world.
The trophy began its journey in London where Heineken® showcased the drama of the competition through an immersive screening of a UCL match. The trophy then moved to Mexico, Ivory Coast and Cambodia during the knockout stages of the competition which was supported by global earned and digital content.
The co-created media/influencer content was inspired by dramatic moments from historic UCL matches. This was further amplified by a global media partner, Bleacher Report, who brought to life the drama of the game through onsite fan engagements which were published on their social channels.
For the final, legends of the game gave a movie style ‘epic entrance’ into the event by smashing through a wall to build the suspense in Athens, the birth place of champions.
Uplift in brand engagement:
• 14 million unique views on 1,800 pieces of content
• 88% of global editorial included two or more of the campaign key messages
• 76% of global social media included @Heineken or the campaign hashtag
• An 88% increase in engagement