360-degree program offers on-premise, digital components
January 18, 2016
A subsidiary of Heineken International BV, White Plains-N.Y.-based Heineken USA’s Heineken Premium Lager is pairing up with UEFA Champions League (UCL) and Major League Soccer (MLS) beginning March 1 for Heineken’s fully integrated, 360-degree retail and on-premise Soccer is Here program. The program encourages legal-drinking-age fans to choose Heineken for all of their soccer viewing activities, the company says. National TV, digital partnerships, social support, account activation and a consumer sweepstakes rewarding shoppers for every minute of every UCL and MLS match, will drive consumer engagement and increase consideration and sales of Heineken throughout the program, it adds.
Beer brand to produce content for online NFL interactions
September 8, 2015
Bud Light, a brand of St. Louis-based Anheuser-Busch, is teaming up with its partner Google to market unique, premium content directly to football fans through its new Full Season Football program, which features content from the NFL and other properties on Google Search and YouTube. Beginning Sept. 10, the beer brand, sports leagues and video platform will partner to capture football fans on the coveted second screen, the company says.
The Coca-Cola Co. brand enters year two of partnership with ESPN’s “College Gameday”
August 26, 2014
This football season, Atlanta-based The Coca-Cola Co.’s Coke Zero brand is celebrating the countdown to each week’s game day with a new, fully integrated campaign. The campaign celebrates the countdown culture of stocking up for tailgate party foods, singing fight songs at pep rallies, and making signs to cheer on a favorite team while integrating traditional media, social media engagement and ESPN’s “College GameDay” TV show for a second year.
Coconut water brand to help athletes, spectators stay hydrated
June 9, 2014
Foco coconut water, an import brand of Brooklyn, N.Y.-based Vasinee Food Corp., announced that it is the official coconut water of the Seaside Soccer Storm Tournament, which will take place June 13 and 14 in Seaside Heights, N.J. One hundred youth teams from New York, New Jersey and Pennsylvania with players between the ages of 8 and 19 will participate in the tournament. The event also is expected draw 3,000-4,000 spectators, according to the brand.