#ChampionTheMatch campaign brings exclusive content and experiences, special-edition packaging
To help U.S. soccer fans get into the action of the Union of European Football Associations (UEFA) Champions League (UCL) games, Heineken is kicking off its 2015 #ChampionTheMatch UCL campaign. The brand of White Plains, N.Y.-based Heineken USA will give fans of legal drinking age access to soccer legends through the Twitter handle @HeinekenSoccer, new Heineken UCL packages featuring contests, and a chance to get up close with the Champions League trophy, the brand says.
To test how much U.S. soccer fans love the UCL games, Heineken recently conducted a social experiment, which filmed unsuspecting fans in a New York City bodega during lunch hour and offered them a choice with a twist: go back to work or drop everything and immediately fly to Europe to watch a UCL match live in Barcelona.