Given that Football is the most popular sport for the local target, all sports related website were utilized to announce FREE tickets for the UEFA Champions’ League final matches with no mention for “Heineken” given the ban on Internet advertising. The website visitors had only then to click the banners where they are automatically diverted to Heineken UEFA webpage. A detailed database needed to be completed in order to enter the Heineken draw.

Unprecedented WOM; Heineken UEFA activities remained the talk of the town for weeks.Separate budgets set for Internet behind the campaign’s success.Database of 16,700 was acquired, currently utilised for direct to consumer activation.Football websites visitors’ traffic increased 43%.

24% sales increase.“Brand that understands me” attribute. increased 5 points