In late August, US Open tennis sponsor Heineken activated through a series of tennis-related challenges led by the fascinating ‘Quiet Please’ initiative.
The thinking behind the campaign is based on the background idea that when the US Open gets loud, it’s one man’s job to silence the crowd – the umpire.
So Heineken decided to see what happened when a few brave souls tried it in the middle of Manhattan.
Heineken put a tennis umpire chair in the middle of Union Square, one of Manhattan’s busiest areas and invited New Yorkers to test their crowd quieting skills in what turned out to be a contest to win two US Open tickets.
Comment
While this engaging, real-world challenge has no direct link to beer – indeed, the stunt’s call to action doesn’t even urge participants to buy anything – but it does generate high-value emotional connections that build the brand through engagement via an event-relevant community experience that it turned into a shareable stunt online film.
Links
Heineken US Open:
Heineken YouTube
https://www.youtube.com/user/heineken
Heineken Facebook
https://www.facebook.com/heineken
Heineken Twitter
Heineken Instagram
https://instagram.com/Heineken/
Heineken Tumbrl
http://heineken-agegate.tumblr.com/#heineken/
US Open
http://www.usopen.org/
