Heineken has unveiled the latest element of its “Road to the Final” campaign. As the official sponsor of the UEFA Champions League, Heineken is bringing UCL excitement to fans across the United States through premium experiences that bring football fans together via social media and immerse them in the excitement of the tournament as it happens live.
This comes to life through a unique partnership with Foursquare called “The World of UEFA Champions League,” that highlights the different alliances to UCL teams across the U.S.
The digital experience seeks to find “Who is the Biggest Fan?” of the UCL by allowing consumers to compete for rewards and connect with other football supporters on behalf of their club and their city, and win exclusive Champions League prizes.
As a result, Heineken and Foursquare created an interactive Fan Footprint Heatmap to show the bars and restaurants where fans are viewing their team and find the best places to enjoy a match.
Using the Fan Footprint Heatmap, UCL fans can also compete to crown their city as the city with the most active UCL supporters. Fans from the winning city will then have a chance to win a trip to Europe to see a UEFA Champions League match in person with two of their friends courtesy of Heineken.
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“Heineken has been a partner of the UEFA Champions League since 2005, cementing its popularity with soccer fans in the U.S. and all over the world,” said Colin Westcott-Pitt, VP Marketing, Heineken. “We are continually looking for ways to bring the game directly to our fans, and are excited that for the first time we can help fans connect directly with other fans and players through our digital partners.”
Heineken will host#ShareTheSofa with Dutch legend Patrick Kluivert. During major matches throughout the season a legendary player takes over the @Heineken_US Twitter feed and interacts with fans (21 years old and over) by answering questions on their career and the game that have been shared through #ShareTheSofa.
Upcoming conversation hosts include Patrick Kluivert (2/18) and Fernando Hierro (2/26). Additional #ShareTheSofa hosts and dates will be announced throughout the season and will include legends such as Ruud Gullit and “Ruud” van Nistelrooy.
To join the conversation, consumers 21 and over can follow @Heineken_US and tweet their questions @Heineken_US using #ShareTheSofa during select UEFA Champions League match days. [Source: World Now]