DURING THE UEFA CHAMPIONS LEAGUE
Heineken made football fanatics compete in the epic “BATTLE OF THE BARS. Every bottle became a chance to kick someone’s a** in a virtual kickoff between the bars of Beirut.
The Heineken gaming booths were placed in bars across the country
Heineken wanted to strengthen its relationship with the on-trade segment & raise awareness on its UEFA Champions League partnership by rewarding 10 loyal consumers to join the most exclusive event of the year, the Heineken Ibiza final. Keeping with the UEFA Champions league tradition, all the Lebanese fans hit the bars to cheer on their favorite teams. However, bars can only broadcast one game at a time, so friends end up separated, watching different games at different pubs. We launched Heineken battle of the bars. A real-time shootout game that keeps friends connected through 25 gaming stations installed in major sports bars and pubs.
Results And Effectiveness
In only 3 weeks, “Battle of the Bars” connected with 12,000 customers, and more than 4,000 gamers, boosting sales by 400%, equivalent to 4,400 liters of Heineken.
