As the World Cup approaches, the official
beer of soccer is using the excitement, and hopefully corporate fans’ time off, for a good cause.
Heineken this week rolls out its Fan Volunteers program, which takes advantage of a
rarely used employee benefit and “turns it into a new way for fans to connect, give back to their communities, and possibly watch soccer together.”
The program encourages fans to
use their VTO -- volunteer time off -- turning it into a shared experience by volunteering with local nonprofits alongside fellow supporters, while also coming together to watch a match.
The
inspiration for the program came from recent Heineken research which found that, due to many matches taking place during the workday, over half (52%) of U.S. desk workers admitted that they lied to
their employer in order to watch a soccer/international football match. Even if they do go to work during an international game, 3/4 of U.S. desk workers “find themselves constantly or multiple
times [during the day] secretly checking scores or streaming the match while at their desks.”
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An :30 ad accompanies the VTO program, styled like a humorous “corporate training
video,” as seen here. The spot is an extension of Heineken's ongoing “Fans Have More Friends”
creative platform, which “reinforces the idea that fandom can be a powerful driver of human connection.”
Consumers across the country can participate in the program though
HeinekenFanVolunteers.com, where they are able to search local volunteer opportunities that coincide with match days. Heineken will also pick up the tab for a round of beers for each Fan
Volunteer “to share with their newfound friends.” Details are available here.
The brand kicked off the VTO program earlier this
month in New York City, where fans packed more than 3,250 meals for the Broadway Community's soup kitchen and food pantry, which provides food to an estimated 2,000+ New Yorkers. This was followed up
in Miami, where volunteers cleared 3,100 square feet of green space at Virginia Key Beach.