Our job was to show Italian fans how Heineken adds value to the Champion’s League.

In “The Live Tube”, viewers were given the once in a lifetime opportunity to ask stars of the Champion’s League the questions they’d always wanted answers to on live TV during the post Champion’s League match talk show.

Fans were invited to record their questions beforehand, either through a Heineken branded kit containing a green screen, which could be ordered online, or in special booths set up in Heineken bars and pubs. Of the selected videos, the fans were extrapolated from the green screen and their likenesses broadcast as if they were asking their question live from the Heineken-branded studio.

Their questions, and the live responses of the footballers, were seen by millions of Italian football fans.

We produced a special tube that could be ordered online containing everything necessary guys needed to ask the legends a question: a green screen to fix to a wall and a tube to act as a pedestal for the smartphone whilst filming.

People who asked the most interesting questions were cut out from the green screen background and broadcast live in the Heineken lounge during post-Champion’s League match talk shows, where winners such as Gattuso and Zambrotta answered their questions, settling debates once and for all and giving Heineken unique added value in the process.

Beyond the millions of live viewers, the content garnered considerable attention on Heineken’s social media channels, where the segments were posted.

The operation ran from the last 16 all the way to the final, during selected games.

13.7 Million Tv Viewership

20.000 kit delivered

12.834 Question Recorded

52.5 Million Reach

12.200 Mentions #championthematch

750.000 facebook views

2188 facebook likes

2857.000 reach on FB