What better way is there to get people excited about a sport then by using beer? Especially a premium beer for a championship league? The NFL has Bud Light, and in Europe, the UEFA has Heineken.
On September 9th, Heineken International launched a new campaign, entitled “Legendary Football,” for the 2011/2012 UEFA season.
The series stars five highly-respected footballers; Gianluigi Buffon, Rene Adler, Patrick Vieira, Clarence Seedorf and Ruud Van Nistelrooy, who between them possess almost 350 UEFA Champions League match appearances. Heineken aims to highlight the ‘stage’ of magical moments that UEFA Champions League and football legends create.[more]
The most high-profile edits of the films are two 30-second TV spots, supported by a series of in-between program breaks or “bumpers” that will be broadcast in over 180 countries worldwide.
The “Opera” takes place in a gorgeous opera house with hovering angels, and a determined Seerdorf lining up to take a shot at Buffon, who is on a balcony. The “Pantheon” features Vieira and Van Nistelrooy competing to win a header at Alder’s goal in a spot that takes place in a more historical setting of an ancient Roman gladiator ring.
There are also outtakes and other behind-the-scenes footage that will be used on TV and across other digital platforms.
The “digital first” brand, which is sponsoring UEFA through 2015, is also promoting StarPlayer, an interactive Facebook app that launched in April. The user gets to pick what will happen next in the game for chances to score points and win prizes.
Also wooing fans, Heineken will also be offering VIP Back Stadium Passes and the UEFA Champions League Trophy Tour.
And in other big-league sports deals, Heineken today released its latest commercial (“This is the Game”) promoting Rugby World Cup: