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Heineken and the UEFA Champions League (UCL) are once again bringing the popular soccer club competition to fans in the U.S. through various retail elements, from March 1 through May 24. Coinciding with the program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative.
At retail, interactive displays and POS direct consumers to sign into the UCL mobile site where they can try to digitally match their “Half Ticket” for the chance to win Heineken UCL prizes, such as Adidas-branded merchandise and signed UCL memorabilia. Consumers can also login with Foursquare to earn points every time they “check-in” at retail. Additionally, program participants will be automatically entered into a sweepstakes for the chance to win a trip to a UCL match during the 2014-2015 season.
Channel-specific cross-merchandising offers on the purchase of relevant items including salty snacks, meats and ice and the purchase of Heineken or Heineken Light round out the program and provide shoppers with solutions for their at-home viewing occasions.
“The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director, Heineken. “In fact, research shows that the UCL is the most interesting soccer league for Mexican male consumers between 21-40 years.”
Pamukoff concluded, “Our goal is to leverage the excitement that UEFA Champions League and Heineken have built worldwide to bring the spectacular experience to the U.S.”
Heineken USA, a subsidiary of Heineken International BV, imports a variety of European brands into the U.S., including Heineken Lager, Heineken Light, Amstel Light, Newcastle Brown Ale and Strongbow cider.