Consumer Brand Building
Heineken wanted to turn what would have been a regular UCL live screening activity to a memorable experience for football enthusiasts. Most UCL matches happen past midnight during weekdays due to the time difference and that itself poses another challenge to the team.
Heineken and Maverick came up with the Champion The Match activities where we invited communities and celebrities to join a competition where they have to host the most creative and legendary live screening event in order to win a trip to catch the final in Berlin.
Despite the live screening happening past midnight during weekdays, the turn out was great. Celebrities and communities outdid themselves, resulting in significant media coverage with more than 100 articles, on top of huge social media conversation.