Premium lager brand Heineken will tonight reveal the latest element of its ‘Road to the Final’ campaign during the quarter-final UEFA Champions League match between Paris Saint Germain and Barcelona.
The advert, by Wieden + Kennedy, features a fan who wins a ticket to the cup final, but faces a race against time to get to the other side of the world to make it to Wembley. The campaign aims to encourage fans to engage with the brand through a number of touchpoints including social media, on-pack and in-bar competitions.
The Heineken Facebook page also offers fans the chance to play a pinball game featuring elements of the advert, while brand ambassadors such as Clarence Seedorf will engage with followers on Twitter, where the most imaginative responses to their challenges will receive prizes.
Hans Erik Tuijt, global activation director for Heineken, commented: “We are delighted to launch the next stage of the ‘The Road to The Final’ campaign with this new TVC. Our fans are intelligent, quick witted and worldly people so we’ve worked hard to craft a campaign that they will enjoy being part of.”
As the campaign reaches its conclusion, the most imaginative Heineken fans will also be in line to win tickets to the final or a VIP viewing event in Ibiza.