The broadcasting of football matches has emotion, passion, boiling blood.

But the live-writing of the minute-by-minute is not the same, it doesn't describe the real football drama. That’s why Heineken, the principal sponsor of the UEFA Champions League wanted to keep the relevance of its UEFA Champions League sponsorship in Colombia, giving the fans a new way to live the 20/21 final match transforming the 90 minutes of the match into a 90 tweets literary novel.

In real-time, we wrote the plays of the 90 minutes of the match, in 90 tweets into a Twitter thread, that turned the game into a story, written by two of the most important sportswriters in Colombia, we published in real-time a short novel on Twitter, giving the fans a new way to enjoy the match and proving that every game is a story written live.

Heineken is the main sponsor of the UEFA Champions League in Colombia, making this platform the most relevant to connect with our consumers. For this reason, we chose Soccer Fans as our target audience during this campaign, creating relevant local content for them, which could accompany them live and in real-time during the league final through Twitter since 66% of them follow live matches on social networks.

With an affinity of 111 with Social Media, these consumers who always had an active conversation around the tournament were our target group impacted through this action.

The Champions League final is the most important event for Heineken in Colombia, because of the connection it generates with our consumers. However, during the 20/21 final, this final was going to be lived at home, making it impossible for us to carry out our classic final event and the mass communication that made us relevant to our local consumers.

For this reason, we decided to take our grand finale to the home of our consumers to capitalize it and maintain the knowledge and relevance of our sponsorship.

In alliance with Habla El Balon, the main sportswriters in Colombia, we narrate the minute by minute of the game in 90 epic fragments that turned the drama of football into a novel.

Through this live-written Twitter novel, we generated 2.72 million impressions in 1 day. We reached 67% of our football fans' audience, improving our Twitter channel with +3.2K Interactions and growing more than 7.5K new followers on all our social media channels, exceeding our expected growth by 22,544%.