Heineken has unveiled its latest activation support for the UEFA Champions League (UCL). Kicking off in time for the semi-finals on April 28 and leveraging the brand’s ninth-consecutive year of sponsorship with Europe’s premier club football tournament, this season’s support package includes exciting new promotions, offering shoppers the chance to win tickets to this season’s biggest matches, says the brewer.
Designed to drive rate-of-sale across the 2015 semi-finals and final games, the promotion calls consumers to “Champion the Match” via social media to be in with a chance of winning football and Heineken brand related prizes. The activity is part of an integrated multi-million pound marketing programme for Heineken®, which includes bespoke POS kits to drive visibility and awareness in the off-trade channel.
The tweet to win mechanic will be available when purchasing either a 4 or 12 multipack of Heineken. Shoppers are encouraged to tweet a picture of their packs to @Heineken_UK with #championthematch to be in with a chance of winning prizes including tickets to UEFA Champions League matches or the VIP Finals Party in Ibiza. Winning entries will be drawn on match nights during the live 90 minute games with a new winner being contacted via Twitter every minute.
Heineken says the promotion will help wholesalers “harness the power of televised sport and maximise at home occasions that enable retailers to increase sales”.
“Champion the Match” will encourage shoppers to host the ultimate match nights at home. In-store activation and Heineken PoS will bring the UEFA Champions League to life across wholesale and convenience channels through the collateral of aisle fins, floor stickers, FSDUs and gondola ends.
Craig Clarkson, category and trade marketing director, said: “Heineken has a long-standing association with world-class sport and our latest activity is set to give retailers the chance to increase their sales with the added benefit of keeping the brand at the heart of UEFA Champions League nights. The new ‘Champion the Match’ promotion offers football fans the chance to win money-can’t-buy experiences, which we are confident will excite shoppers, deliver increased store footfall and drive sales ahead of the remaining games of this season’s tournament.”