BrandArena: Heineken #Sharethesofa Campaign in Lagos Reaches 101m Global Fans

Saturday 22 March 2014

Heineken #Sharethesofa Campaign in Lagos Reaches 101m Global Fans

The passion and interest generated by the recently concluded Heineken #sharethesofa digital campaign held in Lagos is still reverberating as a record 101 million people were reached globally with 14.2 million from Nigeria alone.

The exciting and engaging digital activation is part of the activities lined up to create memorable experience for consumers and soccer fans globally during the Meet The Trophy campaign. Heineken, the world's leading International premium larger beer, undertook the digital campaign where football fans across the globe #sharethesofa with Ruud Gullit, a winner of the UEFA European Championship and Super Cup and coach as well as Ballon d'Or winner.

Guillit was twitting live with football fans globally from the comfort of the upscale Heineken House in Lagos while the knockout matches between Manchester City vs Barcelona and Paris St Germaine (PSG) and Bayern Leverkusen. Barcelona and PSG won their matches with the same goal margin of 2-1. Guillit was running commentary and giving insight about the matches while answering questions on the direction given the fact that he is also a coach.

Speaking on the activation, Senior Brand Manager Heineken, Ngozi Nkwoji disclosed that #sharethesofa is a global activation and Heineken, the world's most international beer latest second-screen campaign, which coincides with the European soccer season. The program lets fans interact with soccer stars via that hashtag. The initiation kicked off with Gullit who also participated in a live interview while Fans could also play a video game with Gullit.

The program also included "random acts of kindness" from Heineken to fans that use that hashtag, including a surprise visit from a soccer star who will actually share a fan's sofa during a game. Heineken estimates that 70% of viewers of the UEFA Champions League watch with a device at home alone and 77% of tablet owners have their tablets handy during matches. The UCL is one of the top three most-tweeted events of the year, according to the company.

She further revealed that, the unique line to the activation in Nigeria was the visit of the trophy to the country with Gullit and the opportunity for Nigerians to tweet and get answers to their questions which is seen globally.

Nkwoji added that each year during the UEFA Champions League season, "Heineken strives to ignite fans conversations. This year's UEFA Champions League Trophy Tour brings football fans around the world closer to action in an unexpected and surprising way enabling them to interact with Heineken and the tournament. As we get closer to the final, we will continue to engage with fans by offering legendary brand experiences."

The Champions league is the most prestigious club platform for international football stars and their clubs. With over 150 million TV viewers watching live coverage of the UEFA Champions League in 220 countries and territories every match week, this premier-sporting event has become global and fits perfectly with the Heineken brand, which is enjoyed in almost every country in the globe.

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