Heineken is once again leveraging its partnership with the UEFA Champions League (UCL) to bring the most prestigious soccer club competition to adult fans, 21 and older, throughout the U.S.
Program elements are designed to create excitement and drive conversion at retail through interactive display Foursquare check-ins, instant wins and reward rankings and cross-merchandising offers that provide soccer fans with at-home viewing solutions.
Coinciding with the program launch, Heineken is rolling out a new 16-ounce, three-pack format, designed with permanent UCL creative—the perfect pack for on-the-go and sports-viewing consumption occasions.
“The UEFA Champions League is a proven passion point of Hispanic consumers,” said Belen Pamukoff, brand director, Heineken, HEINEKEN USA. “In fact, research shows that the UCL is the most interesting soccer league for Mexican male consumers between 21-40 years (SoccerInsights 2012). They are inspired by the skills and dedication of the great players of the UCL.”
At retail, interactive displays and POS will encourage consumers to text to sign in to the UCL program where they will gain access to the UCL mobile site. Through the site, shoppers can digitally try to match their ‘Half Ticket’ for the chance to instantly win Heineken UCL prizes and they can login with Foursquare where they will earn points every time they “check-in” at retail.
Throughout the program, participating consumers will be eligible to win Heineken UCL/Adidas-branded merchandise and signed UCL memorabilia and they will automatically be 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 (where legal) 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 convenient solutions for their at-home viewing occasions.
“The popularity of soccer in the U.S. continues to grow particularly among Hispanic-American consumers,” said Pamukoff. “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.”
The Heineken-UEFA Champions League program runs March 1 through May 24, 2014. Program materials will be available in both English and Spanish language.