Heineken Launches Soccer Effort


Heineken has launched a global ad campaign to support its UEFA Champions League consumer program.

The ad, which is the latest element of the brand’s “Road to the Final” campaign, celebrates the resourceful and quick-witted men of the world who will stop at nothing to experience the UEFA Champions League Final, soccer’s most prestigious event.

The spot stars a lucky fan who receives a ticket to the UEFA Champions League Final, but needs to travel across the world to get to the match on time. Shown is his journey and how he manages to overcome the odds and ultimately is rewarded with a front-row seat at Wembley, arriving just before kickoff.

The ad can be viewed on YouTube.



To kick off the “Road to the Final” campaign, the brand also launched the Heineken Champions Facebook and mobile app, which offers U.S. fans a chance to win an epic viewing party in their city. The Heineken Champions app is available to consumers on Heineken’s Facebook page and in the Apple store or Google Play for consumers to vote until April 15.

Fans over 21 years of age can vote until April 15 by taking a photo of themselves enjoying a UCL match, uploading it to the Facebook tab or mobile app, and tagging their location. Every photo uploaded scores a point for their city.

Heineken’s Facebook fans can also play a pinball game featuring elements of the commercial. Players can compete against each other -- and Heineken ambassadors including Clarence Seedorf -- to earn bragging rights and UEFA Champions League prizes. For the Semi-Finals, eager fans will have the chance to engage with Seedorf through Twitter -- with the most resourceful receiving prizes for their imaginative responses to Heineken’s task.

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