HEINEKEN'S "SECRET"
CHAMPIONS LEAGUE FINAL
Globalisation
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The Olympic Stadium in Athens, Greece has a seating
capacity of 72,000. But with an estimated global
television audience of 200 million tuning in to watch the
match on May 23, there simply wasn't enough room for
everyone to enjoy the game in person.
At the end of April, Heineken launched a viral campaign
to attract further interest in the occasion: an online
"Secret Final" competition, offering consumers the
chance to win a trip to a secret exotic location to watch
the Champions League final match broadcast live.
A special interactive website allowed visitors to launch
themselves as human cannonballs to practically any
destination around the world where Heineken is served.
After their virtual flight, visitors to the site were asked
what they would like to bring to the secret location. Fans
with the most original answer were invited to attend
Heineken's "Secret Final" held in Rejkjavik, Iceland.
"The 'Secret Final' campaign perfectly reflected this
year's sponsorship theme; Heineken and UEFA
Champions League, enjoyed together around the world,"
said Niki Schilling, Heineken International Sport
Sponsorship Manager. "By offering our consumers this
truly premium experience, they were connected in a very
real way to the international nature of our flagship brand
and the Champions League."
Heineken's "Secret" Champions League final
UEFA can also rely on support from its sponsors in China, who also see good
opportunities there. "Growing the Heineken brand in China is important for
Heineken, since consumers tend to trade up to premium beer brands," says
Peter van Campen. "China is the world's largest and one of the fastest
growing beer markets by volume. Heineken is present in key affluent
provinces, and we continue to increase reach where there is potential for
growth in the premium beer market. This works in tandem with UEFA's
objective of extending the Champions League in the world's fastest growing
football market."
Heineken's Asia Trophy Tour, the first-ever in the region, was a good
demonstration of the globalisation of the Champions League. During the
tour, the brewer took the trophy to Japan, Indonesia, Thailand, Malaysia and
Hong Kong.
"This tour is unique, because it is visiting countries that can't participate in
the competition. This is a clear indication of where the tournament stands
exciting trip to the
14 Heineken Secret
1 Final. Where? That's
