We created an outdoor campaign that activated Champions League fans, inducing them to spread Heineken’s product qualities way beyond the city of Milan, where the 2016 UCL Final was held. We condensed the brand’s product qualities into a 100 character long hashtag, which also included a call to action that football fans could not ignore: “tweet it right to win the UCL Final”. The outdoor ads themselves turned into an activation that covered the whole city: you see the ads, you tweet the hashtag, you are in.

Fans had to write without mistakes and share with all their followers our Product Qualities, letter by letter, for a chance to win two tickets. This way, they were also induced to get to know our product qualities.

We turned a hashtag into an activation thanks to a call to action football fans could not ignore: “tweet it right to win the UCL Final”. Thanks to the call to action, more than 700 outdoor ads engaged football fans two weeks before the Final.

The hashtag became a self-sustaining activation: the call to action was nothing but the instructions to participate and was included in the hashtag itself.

The OOH-based activation has been on air in the city of Milan since two weeks before the Final, taking advantage of the interest drawn by UCL final and of a widespread media buy plan.

100% coverage of the city with the outdoor campaign

4 million total impressions

34% buy intent