WORLD'S MOST SHARED MOMENTS

ClientHEINEKEN
Category E09. Social Data & Insight
TitleWORLD'S MOST SHARED MOMENTS
Product/ServiceHEINEKEN
Entrant POKE London, UNITED KINGDOM
Idea Creation POKE London, UNITED KINGDOM
Production PRODIGIOUS London, UNITED KINGDOM
Credits
Name Company Position
Colin Byrne POKE Group Creative Director
Ross Dexter POKE Creative
Matthew Comras POKE Creative
Sol Ghafoor POKE Strategy Director
Alvaro Ojeda POKE Senior Planner
Rachel Stuart POKE Senior Producer
Juyong Kim POKE Business Director
Alex Augustyn POKE Account Director
Chris Wake POKE Data Analyst
Juste Pupienyte Prodigious Executive Producer
Lizzy Rowlatt Prodigious Animator

Background

The Champions League is the most viewed annual sporting event on Earth. Over a 9-month period, around one billion people tune in. As an official sponsor of the tournament since 2006, Heineken has a history of encouraging fans to get together on match night and enjoy the football with a beer in hand. But new research showed Champions League viewers were only watching an average of four matches per season. To grow penetration, we needed to create more occasions for Heineken by getting football fans to watch more matches together. By talking to fans, we learned many were choosing to skip early group stages altogether. Under the impression that the best football only came towards the end of the tournament, they were saving themselves for the later stages. Our job was to prove them wrong by finding a new way of showcasing the dramatic storylines playing out in every match.

Describe the strategy

Rather than second guess what elements of a game were most engaging, why not just let the data lead the way? If we could track what was getting fans the most excited and how each moment was making them feel, we could simply cut highlight clips with this knowledge in mind. A new kind of highlights clip, built by real fan reactions. To create the most engaging content, but also to bring fans together in the ultimate collective memento of their game experience. The clips were released hours after each game of the tournament globally, each one gleaned from real fan activity, monitored on social media over the course of the game. By selecting and editing highlights from observed activity and responses, we guaranteed engagement and in doing so created a new form of football punditry, all the time reinforcing Heineken’s positive association with the Champion’s League to global fans.

Describe the execution

To gather the highlights, we partnered with Netbase to capture mentions of keywords relating to UCL matches. By tracking conversation spikes, trending emojis/hashtags and conversation locations sync’d to the game timeline, we identified the highlight moments, with a clear sense of the emotional context of each element. Armed with this information, we edited 15” films together to showcase those moments and shared them with the world through mobile-first social formats such as Instagram Story Canvas and Carousel. The formats we chose allowed us to provide more interactivity with the content. The video snippets were designed to be more than a passive ad. Fans could “control” the content by tapping left or right to “replay”. The campaign ran every week for the whole tournament, ensuring every game and every team were represented, bringing every fan along with Heineken along the journey.

List the results

On Heineken’s own channels we recorded: 36,776,168 million impressions 11,095,794 video views Supported by over 50 countries including key UCL markets: UK, South Africa, Spain and Argentina Upon sharing the clips from Heineken, UEFA recorded 20m+ likes and reactions Over 23m total engagements 0.41% average engagement rate