Heineken released a video ad called “The Match” as a part of the social media campaign #ChampionTheMatch.
Heineken, the popular brewer and partner of the UEFA Champions League kicks off “Champion the Match”, a new social media campaign intended to connect American soccer fans to their favorite game.
As part of the campaign, Wieden & Kennedy Amsterdam has created a 90-second ad, called “the match”, which shows how far a fan will go to watch the big match, marking the brand’s ninth consecutive year as a sponsor of the UEFA Champions League, which is watched by over 4.2 billion people around the world according to the brand.
In the video, a sailor and his colleagues rig up a makeshift satellite dish so they can get TV signal and watch the game at sea. Heineken’s ‘Champion Of The Match’ campaign celebrates the UEFA Champions League, offering fans the chance to create a truly great match night for them and their friends, ensuring they do not just watch the match – they champion it!
Heineken will encourage fans to use @HeinekenSoccer Twitter account and #ChampionTheMatch when sharing and talking about football on social media, through exclusive content and the return of live commentary from players and surprise celebrity guests akin to their previous effort “Share the Sofa”.
The new campaign looks to evolve the in-game Twitter Q&A, to an immersive entertainment platform that taps into fans’ match day rituals, and will attempt to create social engagement by releasing content in the pre-game build up and during post-match debates with highly engaging and shareable content created throughout. It will continue to offer live match “commentary” from nine football legends, from locations all over the world during every match week until the final.
Hans Erik Tuijt, global activation director for Heineken, said;
The games are social occasions that last longer than just the 90 minutes on the pitch. Fans’ match day rituals are important and we want to help them make the most of the whole experience, not just the match itself.
We want to encourage fans to host the ultimate match nights – be that at home or in bars; watching the matches with friends.
Heineken has also launched a site that will provide exclusive content, opportunities to win prizes, and more. UCL fans will have the opportunity to take a photo with the iconic Champions League Trophy as it goes on tour that culminates with the UEFA Champions League Final at Berlin’s Olympia stadium on June 6th 2015.