Blog de César Fraile. Consultor de Marketing Deportivo, Patrocinio; Comercial - desarrollo de negocio. Estrategia y Tácticas de Activación de Patrocinio.
Sports Marketer - Sponsorship, Consulting, Strategy and Tactics.
Heineken-UEFA Champions League Sponsors winner. Activación Patrocinio
This could be the result studying brand awareness, publicity and ROI around the great competition.
One more time the did it. The dutch beer company is who has better understood how to activate a sponsorship deal, valid from 2005.
“Road to the final” is the global concept around the 360º campaign. Spot tv + press + online video and content + games + mobile app + promotional activities…
- SPOT ROAD TO THE FINAL – Director´s special edition (2 min)
- TWEET TO THE FINAL. #TweetToTheFinal. Twitter campaign. Raffle 4 tickets.
- THE SEAT – Milan y Roma. Gymkhana across the cities to find the red seats, where there are 2 tickets to the FINAL. VIDEO
- THE DECISION – México. Somebody get close to you – a really pretty girl, and offers you to go with her to the airport and travel to london for the Champions League Final. you´ve got 2 h, ¿what do you do?. VIDEO
- THE DECISION – Atenas. Sscchh dónt tell anything, don´t speak to anybody. Just run to the airport. You´ve got 1 h to be there and got to the Final. VIDEO
- THE NEGOTIATION. Men vs women. If you´re able to get your girlfriend buys this useless furniture, you reach 2 tickets for the Final. VIDEO
- IBIZA FINAL SHOW: as every year heineken organised a sepcial event with people of all over the world to see the game in a really special experience. Ciudad del Cabo in 2012, Honkong 2011 o Krabi Island – Thailand in 2009 … this year was Omnium in Platja d´en Bossa, Ibiza which received a group of 80 winners in a really VIP party show.
- WEMBLEY PARK: (Semifinals) Alfonso (Real Madrid ) and Schuster (FC Barcelona) supporting their temas to get to the final at Wembley. VIDEO
- THE CANDIDATE. A hidden camera that show us some candidates in a estrange interview. Finally the winner got the job in Heineken Marketing Dept….VIDEO
Moreover an online and Facebook game platform related to the spot… and the famous app Star Player, that allows you to play in real time during the games…
And some promotional activities in supermarkets, a special edition of heineken bottles….
Not many activities. They take advantage of the sponsorship deal for branding and brand preference. During the Final there was a little campaign about new Play station 4 in Utv and spot.
The russian energy giant has raise a lot in Champions sponsors this year (in 2012 they were UEFA Europa League sponsor). It´s having a clear branding strategy in order to increase the top of mind and brand awareness, specially in Eastern Europe. They used the hospitality pack for Pr activities.
Website Gazprom Football. Champions League and clubes activation - Zenith, Schalke, Chelsea & Red Star