Heineken and Publicis Italy placed on hundreds of billboards in Milan a very long hashtag that let fans win the tickets for the UCL Final.
This year, the UEFA Champions League Final was held in Milan. So, during the second half of May, Heineken used the most discussed topic on social networks to talk about something people may not know: its own product qualities. Heineken does so by creating The Final Hashtag: a contest that lets people win the tickets for the Final match.
To enter the contest, all you had to do was tweet to @Heineken_IT the hashtag that showed up on hundreds of outdoor ads created by Publicis Italy and placed all over Milan. By doing this, people spread both the Heineken product qualities and the instructions to enter the contest itself.
Executive Creative Director: Bruno Bertelli, Cristiana Boccassini, Luca Cinquepalmi, Marco Venturelli
Associate Creative Director: Alessandro Candito
Art Director: Andrea Raia
Copywriter: Matteo Gatto
Additional Credits: Strategic Planner: James Moore
Account Team: Lorenza Montorfano, Maria Elena Gaglianese, Veronica Stellato
Photographer: Michele Gastl
Post Production: Studio Ros