Heineken Wants Bosses to Let Employees Watch the World Cup at Work
Laura McQuarrie — June 28, 2014 — Marketing
References: heinekenusa & prexamples
Most parts of North America are pretty lucky this year because there's not too much of a time difference between Brazil, where the 2014 FIFA World Cup games are going on—but instead of going on overnight, the games go on during the day, making many people tempted to watch the World Cup at work.
To address this issue, Heineken USA is staging the #BrazilianNoShow challenge, asking American bosses to pick a game day and let its employees watch the match. As Nuno Teles, the CMO of Heineken USA describes, by deciding to take part in the challenge and making it official with a tweet to @heineken_us, Heineken may decide to sponsor the event and make the time off work even more enjoyable by providing chilled beers to watch with the game.
To address this issue, Heineken USA is staging the #BrazilianNoShow challenge, asking American bosses to pick a game day and let its employees watch the match. As Nuno Teles, the CMO of Heineken USA describes, by deciding to take part in the challenge and making it official with a tweet to @heineken_us, Heineken may decide to sponsor the event and make the time off work even more enjoyable by providing chilled beers to watch with the game.
Trend Themes
1. Work-skipping Sports - Opportunity for companies to embrace employees' interest in sports events and create a more engaging work environment.
2. Employee Engagement - Opportunity to increase employee satisfaction and productivity by allowing them to watch sports events at work.
3. Event Sponsorship - Opportunity for brands to sponsor sports events and enhance their brand image.
Industry Implications
1. Beverage - Beverage companies can leverage sports events to promote their products and enhance customer experiences.
2. Event Management - Opportunity for event management companies to organize sports viewing events for employees and create unique corporate experiences.
3. Marketing - Marketers can utilize sports events to create engaging campaigns and connect with their target audience.
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