CHALLENGE/OBJECTIVE: Leverage Heineken’s position as main sponsor to connect with 1.2 billion football fans and become part of the viewing experience without getting in the way of the match.

STRATEGY: Connect with fans who are viewing UCL matches at home alone with a second screen in hand.

THE IDEA: #ShareTheSofa is the first ever real time football show designed for the second screen that lets football fans from around the globe feel what it’s like to watch the Champions League with a champion.

EXECUTION: Tweets, vines and photos created during the match in real time fused highly relevant football insights with Heineken’s visual style and humour.

RESULTS: Over 1.2 billion media impressions during the nine month football season.

Each week of the UCL season, Heineken turned over its Twitter handle to a football legend to create a real time football show. Every footballer co-created 100’s of shareable pieces of content during a 90 minute match and also engaged one-to-one with football fans around the world. The tweets, vines and photos created in real time fused highly relevant football insights with Heineken’s visual style and humor. Ultimately, bringing fans closer to the footballer and Heineken.

#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%.