"Heineken pulls the curtain on its secretive social media war room for the Champions League to reveal how it is actually a test for how it can distil global creative locally to 120 different markets. While football fans were lamenting the dire quality of English football last night (25 February) following Arsenal's shock defeat to French underdogs Monaco, Heineken marketers were busy trying to avoid a similar slip up in the digital arena."
""Champions League banter on Twitter is not just about the match, but happens throughout the entire evening," says Sandra Soskic, co-chief executive at DDB & Tribal Worldwide Amsterdam - one of the agencies stationed at Heineken's digital command centre. We have managed to leverage this to tell the various parts of the story (build-up, event, post event) which has had a very positive impact on our overall results.""
Heineken operates a secretive social media war room for the Champions League as a test to distil global creative locally across 120 markets. The Champion the Match activation extends engagement beyond 90 minutes by owning pre-match, match and post-match buzz and using celebrities such as Ruud Gullit and Hernan Crespo to increase cut-through. Agencies DDB & Tribal Worldwide Amsterdam, Starcom Mediavest Group and Edelman coordinate from the command centre. Heavy paid Facebook advertising created critical mass, while limited Twitter targeting forced the team to devise workarounds. One shortcut involved partnering with Twitter to promote posts to users interested in Champions League football.
Read at The Drum
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