Heineken’s Euro 2012 Squad Numbers campaign gave Dutch fans the opportunity to perform a legendary action to support the Dutch national team. To encourage the fans to undertake a legendary action of their own, we made a video. Just before the match against arch rivals Germany, we put a wheel clamp on the German team bus, filmed it, and posted it on YouTube.

Just before the match against arch-rivals Germany we, clad in Squad Number shirts, placed a wheel clamp on the German team bus, filmed it, and posted it on YouTube.

The promotion led to a 30% surge in crate sales and resulted in 120,000 new Heineken fans on Facebook, making Heineken the biggest Facebook brand community in the Netherlands. Heineken Squad Numbers was the most successful Dutch European Cup promotion with more than 25,000 uploaded legendary actions, the most positive brand conversation, the highest PTA on a Dutch Facebook page ever and helped deliver an NPS increase of -30 => -13 (+ >100%).