SPONSORSHIP
Legendary Football
With a more extensive three-year sponsorship agreement in place for the prestigious
UEFA Champions League, Fleineken® plans to build on past success with a brand new
campaign and ensure the 2011/2012 season brings the consumers' relationship and
interaction with Fleinekento a whole new level.
TT
aving pocketed a
Gold Cyber Lion at
«JL. the Cannes Lions
International Festival of Creativity, and a
staggering 70-million media impressions
at its launch, the Heineken® Star Player
is set to fully leverage the sponsorship
throughout the season.
Watching UEFA Champions League
games on television has been transformed
into an interactive social experience for
football fans. While watching the match,
fans can play Star Player in real-time,
anticipating events unfolding live on the
pitch and making calls on what they think
will play out over the next few seconds.
The use of 'dual-screen' technology, which
involves time-dependent decisions on
passages of open-play, makes Star Player
a world-first innovation. The Star Player
will be used for a number of prize winning
activations throughout the season.
While millions of fans watch Europe's
top teams compete for a place in the
knockout stage, Heineken® will also
launch a new campaign featuring its 'Man
of the World' concept to bring the brand
essence to life. With the aid of some real-
With the aid of some real-life UEFA
Champions League 'legends,' the
campaign will focus on legendary
football and show the Fleineken®
hero in spectacular settings.
life UEFA Champions League 'legends,'
the campaign will focus on legendary
football and show the Heineken® hero
in spectacular settings, appreciating the
artistry of football and some masterpiece
moments.
The campaign will include break bumpers,
which run before each commercial break
in approximately 180 markets each week,
digital content films for online, and two
30-second television commercials.
Autumn 2011 World of HEINEKEN
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