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The bitter reality is most football fans don’t get to go to the UEFA Champions League Final. This didn’t sit well with key sponsor Heineken since they believed in bringing people together. So we created the next best thing—the Heineken Star Final to bring global fans together. A three-day experiential event held in an exotic location where the big game was screened live for 300 winning fans from over 30 countries. (Btw - this was before live-streaming on personal devices was a thing.)
The initiative was supported by TV breakbumpers, country-specific materials, a global online promotion to select winners, and post-game content generated from the event. And, it was a big hit with the fans… cheers to that.