| Title | #SHARETHESOFA |
| Brand | HEINEKEN |
| Product/Service | HEINEKEN |
| Category |
A09. USE OF SOCIAL IN A PROMOTIONAL CAMPAIGN |
|
Entrant Company
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Advertising Agency
|
DDB & TRIBAL WORLDWIDE Amsterdam, THE NETHERLANDS
|
|
Media Agency
|
STARCOM MEDIAVEST GROUP Amsterdam, THE NETHERLANDS
|
Credits
| Henry Scott |
DDB/Tribal Worldwide/Amsterdam |
Concept/Copywriter |
| Stephen Joss |
DDB/Tribal Worldwide/Amsterdam |
Concept/Art Director |
| Roger Hoard |
DDB/Tribal Worldwide/Amsterdam |
Copywriter |
| Niels Bellaar |
DDB/Tribal Worldwide/Amsterdam |
Strategy Planner |
| Wybe Sallows |
DDB/Tribal Worldwide/Amsterdam |
Content/Community Planner |
| Sandra Soskic |
DDB/Tribal Worldwide/Amsterdam |
Co/Ceo/Global Business Director |
| Tim Snyder |
DDB/Tribal Worldwide/Amsterdam |
International Account Director |
| Renate Ebbenhorst |
DDB/Tribal Worldwide/Amsterdam |
Project Manager |
| Paulette De Groot/Marcella Belt |
DDB/Tribal Worldwide/Amsterdam |
Agency Producer |
| Bo Mouridsen |
DDB/Tribal Worldwide/Amsterdam |
Designer |
| Philip De Iongh |
|
Director |
| Willem Van Der Eerden |
|
D.o.p. |
| Kristen Robinson |
Starcom Mediavest Group |
Global Account Director |
| James Miles |
Starcom Mediavest Group |
Digital Director |
| Renee Lee |
Starcom Mediavest Group |
Global Account Manager |
| Kristy Barclay/Allen |
Starcom Mediavest Group |
Digital Activations Manager |
| David Pugh |
Edelman |
Associate Director |
| Joe Lamb/Stephanie Hutchinson/Matt Crowhurst |
Edelman |
Account Managers |
| Lennart Boorsma |
Heineken International |
Manager Heineken Digital |
| Paul Smailes |
Heineken International |
Global Head Of Digital |
The Brief
The UEFA Champions League (UCL) is watched by 1.2 billion football fans around the world. 76% of the viewers watch the games home alone and more than half of them are using their second screens to get more out of the games.
As a main sponsor, Heineken wanted to be a part of the viewing experience and engage with the large viewing audience without getting in the way of the match.
Describe how the promotion developed from concept to implementation
#ShareTheSofa is a real time football show designed for the second screen. We let football fans from around the globe feel what it’s like to watch UCL with a champion during key moments of consumption. During the match, fans could interact with the footballers directly as easily as they could with their own friends. Through this creative solution we made Heineken the most relevant beer to watch the champions league with.
Describe the success of the promotion with both client and consumer including some quantifiable results
#ShareTheSofa spread from Heineken’s 70K followers to over 13.4 million Twitter handles per match. To date, the campaign has amassed over 1.2 billion media impressions during the nine month football season:
- A typical 90 minute game earned over 102 million media impressions.
- Consumers from over 94 countries have engaged with #ShareTheSofa.
- Heineken is the most talked about UCL sponsor on Twitter.
- 16% engagement rate on promoted tweets (Twitter benchmark is 3-5%)
- Raised purchase intent by over 7%
Explain why the method of promotion was most relevant to the product or service
Heineken needed to appeal to football fans - so every match we turned the second screen into a legendary footballer and shared how Heineken watches the Champion League. Tweets, vines and photos created during the match in real time fused highly relevant football insights with Heineken’s visual style and humor. Content & insights were designed to make watching UCL with Heineken a more fun experience. #ShareTheSofa enabled Heineken to naturally engage with millions of fans worldwide during key moments of consumption.