Heineken Namibia wanted to reward all past interactors of the brand by holding an exclusive, invitation-only screening of the UEFA Champions League Final.
The brand manager’s objective was to facilitate interactive experiences through digital means. The cross platform event strategy included:
Sending event invitations by SMS
Prompting invitees to invite one of their friends
A digital RSVP system which assimilated responses from invitees and their friends
Touch screen stations around the event with which consumers could interact with the brand in the following ways:
Take pictures of themselves, which were posted to the Facebook page
Predict the full time and half time scores of the soccer game
Send messages to friends
A real time feed was displayed upon big screens, showing:
Messages sent by attendees
Photos taken at the event
Predicted half and full time scores.