Heineken is leveraging the excitement of its partnership with the UEFA Champions League to bring the most prestigious soccer club competition to adult fans, 21 and older, throughout the U.S. while driving traffic to retail and on-premise accounts via a proprietary Account Locator.
Heineken branded TV and digital advertising will drive awareness of the Heineken “Meant for Champions” UEFA Champions League campaign, which directs soccer enthusiasts to the nearest retail or on-premise accounts. The integrated “Account Locator” can be accessed both from desktop devices via a tab on the Heineken Facebook page, as well as through a specially designed mobile application.
At retail, UEFA CHAMPIONS LEAGUE themed display and POS materials create a soccer destination that will engage shoppers with channel relevant cross-merchandising offers (where legal) and a text-to-win sweepstakes program that will encourage participation and increase sales of Heineken and Heineken Light. Special IRC (instant redeemable coupons) and MIR (mail in rebates) offers on items including ice, salty snacks and select grocery items will drive shoppers to their local accounts for their at-home viewing needs.
On-Premise, Heineken-UEFA Champions League branded POS including posters, table tents, coasters, window clings and pennant flags will merchandise the accounts, drawing greater attention and interest to the program. Giveaways, including soccer jerseys, key chains and Heineken UEFA Champions League glassware complimenting the retail portion, along with sampling (where legal) and an instant-win sweepstakes will enhance patrons UEFA Champions League viewing experience, encouraging them to stay longer and come back often creating a base of account loyal fans. Consumers are encouraged to upload pictures of them watching UEFA Champions League matches with a Heineken to the campaign’s Facebook tab or the mobile app for the chance to bring an epic viewing party of the final match to their city.
“The popularity of soccer in the U.S. continues to grow and is now second only to football,” said Belen Pamukoff, Brand Director, Heineken, Heineken USA. “We know that Heineken drinkers have a passion for soccer - nearly 30% having watched, listened to or attended professional soccer matches, which is more than twice the national average . Our goal is to leverage the successful relationship that UEFA Champions League and Heineken have built worldwide to not only bring the spectacular experiences to U.S. soccer fans, but direct these fans to participating accounts where they can partake in the excitement with Heineken.”
Heineken will connect the shopper’s journey with the digital experience and rewards consumer engagement with instant prizes and a unique viewing experience that only Heineken can deliver.
The Heineken-UEFA Champions League program runs March 1 through the UEFA Champions League final on May 25. Program materials will be available in both English and Spanish language.