Following on from the launch of its new global #ChampionTheMatch social media led Champions League campaign, Heineken USA has rolled out a local market activation strand based around the plight of American fans who want to watch CL games.
The time difference means that US supporters trying to catch UEFA CL matches live either need to sneaking out during lunch, or overhaul their working week calanders.
Research by the beer brand showed that more than half of all US soccer fans who are 21-years-old and older say they face major hurdles when trying to watch the Champions League live.
So, to bring fans closer to the sport, Heineken is kicked off its US #ChampionTheMatch UCL 2015 campaign with an array of activities that range from exclusive access to soccer legends via @HeinekenSoccer, new Heineken UCL packs offering contests with top prizes and a social experiment to see just how far stateside fans will go to catch a live match.
Heineken filmed unsuspecting fans in a New York City bodega during lunch hour and offered them a choice with a twist: go back to work, or drop everything and immediately fly to Europe to watch a UCL match live.
The only catch: they’d have to bring their bosses with them.
Essentially, UEFA’s official beer brand turned a typical American lunch break into a legendary Champions League experience – in Barcelona.
There is also an accompanying ‘Behind-The-Scenes’ webfilm.
‘As some of the biggest soccer fans in the U.S., we know all too well the obstacles fans face in catching the best that the Champions League has to offer,; says Heineken USA VP Ralph Rijks.
‘Through the #ChampionTheMatch launch, Heineken is bringing the thrill of the Champions League straight to fans, and packing it with top content and plenty of surprises to make their match-day experience even better.’
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Other US activation strands include The Heineken UEFA Champions Trophy Tour is also coming through the USA during the Spring offering American fans a chance to get up close and personal with one of the most coveted trophies in sports.
The cup itself will come to New York City (17 – 18 March), Dallas (17 – 18 April) and Los Angeles (21 – 22 April) before it finishes in Berlin’s Olympia stadium on June 6th 2015 for the UEFA Champions League Final.
During the tour, fans can take photos with the iconic trophy, see UEFA Champions League memorabilia and meet soccer legends and UCL winners in person.
Links
Heineken US Soccer Website
Heineken US Facebook
Heineken US YouTube
Heineken USA Soccer Twitter
@HeinekenSoccer
#ChampionTheMatch
Heineken Twitter
Heineken Instagram
https://instagram.com/Heineken/
Heineken Tumbrl
http://heineken-agegate.tumblr.com/#heineken/
UEFA Champions League
