Heineken ignites a football fever

Why did we do it?

We planned a summer sales campaign for the Starter energy drink, which covered all main media channels. As the target group is rather young and difficult to influence by mass media, it was necessary to do something totally different and outstanding. 

What did we do?

The backbone of the media campaign was an SMS-based game in which the participants had the chance to win Heineken prizes as well as ‘backstage passes’ to a Champions League semi-final. It was here that the MTG group was involved – it was their channels that hosted the information spots about the game inviting people to take part. Channel ID spots were also aired on TV6. Prediction competitions were held in social media before each quarter-final, with Heineken prizes up for grabs.

What was the result?

• Sales of Heineken in Estonia went up by 43%
• 3400 SMSs were sent during the game
• Free media coverage (including an article in the sports section of the Õhtuleht newspaper and a stand in the Coca-Cola Plaza cinema complex during the TV6 birthday event)