@Heineken share experiential activity around the champ’s league in real-time with their biggest social campaign ever.
Using real-time platforms Vine and Twitter, and along with a half-time live video stream, this Uefa Champions League (official sponsors) campaign shares live analysis from football legends by the likes of Owen Hargreaves, Roberto Di Matteo, Hernán Crespo and Patrick Kluivert – along with a live band, bar-tender and arm wrestling girls sporting dresses in the opposing team colours.
The UCL is one of the top three most-tweeted events of the year, according to the company, and with Twitter’s age-gating improvement’s back in November, alcohol brands are now finding their feet with innovative ways to engage in real-time.
“We know that about 70% of people that now watch Champions League games during the week are doing so from home — they’re not in bars or pubs like they might have been in the past. And over two-thirds of those people at home are using a second screen to watch the game,” Jeremy Brook (@jeremybrook), Heineken’s global lead for digital and media innovation
Heineken’s self proclaimed ‘Digital Inventiveness’ of this campaign is a good step towards how brands could be activating and driving real-time activity and conversations ahead of the Fifa 2014 world cup – even if this activity is currently limited to social channels.
We’d love to start seeing more of this real-time, ‘second screen’ content make it onto digital out of home screens, mobile… and make it back into TV for half-time.
The next instalment comes live tomorrow night – Man Utd vs. Bayern Munich – when former united star Ruud van Nistelrooy will take to the red leather and report live from Ho Chi Minh, Vietnam (not quite sure of the link there).
(Cheers in Vietnamese)
IMAGE FROM HUFFINGTON POST UK