Heineken Invited Fans to Virtually Share the Sofa with a UEFA Champion
Laura McQuarrie — May 26, 2014 — Marketing
References: heineken & creativecriminals
All throughout the 'Share the Sofa' campaign, Heineken invited football fans to share in the experience of UEFA Champions League right alongside their favorite players, via social media.
It's not often that you get to rub shoulders with a professional sports player, but with #ShareTheSofa, excited football fans virtually got this chance. Fans reach out and tweet their favorite (and sometimes not so favorite) players all the time, but the chances of actually getting a response are pretty slim, considering the numbers of other fans who are also doing the same. From couches around the world, fans were invited to tweet questions to ex-football players be answered by one of the champions.
With Real Madrid winning the UEFA Champions League, the Share the Sofa campaign has just concluded.
It's not often that you get to rub shoulders with a professional sports player, but with #ShareTheSofa, excited football fans virtually got this chance. Fans reach out and tweet their favorite (and sometimes not so favorite) players all the time, but the chances of actually getting a response are pretty slim, considering the numbers of other fans who are also doing the same. From couches around the world, fans were invited to tweet questions to ex-football players be answered by one of the champions.
With Real Madrid winning the UEFA Champions League, the Share the Sofa campaign has just concluded.
Trend Themes
1. Virtual Fan Interaction - Businesses can create interactive campaigns that connect fans with their favorite athletes through social media.
2. Social Media Integration - Innovative industries can integrate social media into their marketing campaigns as a means to engage with customers in real-time.
3. Branded Content Partnerships - Companies can collaborate with sports teams and athletes to create branded content partnerships that promote their brand through endorsement deals.
Industry Implications
1. Sports & Entertainment - The sports industry can leverage social media to create interactive campaigns that bring fans closer to the action in a way that was once impossible.
2. Alcohol & Beverage - Brands in the alcohol and beverage industry can create partnerships with sports teams and athletes to promote their products through branded content in social media campaigns.
3. Marketing & Advertising - Agencies specializing in marketing and advertising can help clients develop engaging social media campaigns that foster fan interaction with their brands to create more personalized experiences.
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