Instead of selling the can after the match ended as with other ordinary sponsorship products, we started the sale a few months earlier. By introducing a gigantic football stadium made of the new Heineken UCL cans but leaving the score area empty in order to let consumers witness the score by them selves. The recruitments were released to let consumers built the stadium via our micro site; www.thestadiumofdreams.com, by letting them place their cans on any spots they desired, they were eventually installed at the exact same location on the real Stadium of Dreams.

Thousands of people gathered to witness each round of live matches shown from installed LCD for many weeks, up until the final result on 27th of May that was engraved on the new Heineken UCL can before actual launch date. During the first week of the micro site there were over 200,000 page views, the sales of this new Heineken can grew more than 135% with over 26 million baht returned media value. Millions of these Heineken UCL cans were sold out during the first two weeks (mostly bought by Non-Manchester United fans.)