UEFA Champions League, Heineken has launched its ‘Road to the Final’ advertising campaign.
In a statement in Lagos, Heineken said the advert is premiering today in more than 170 countries as the brand celebrates its seventh consecutive year of sponsoring the UEFA Champions League.
According to the statement, Heineken will be rewarding Nigerian fans for displaying inspiring and imaginative behaviour by offering tickets to the UEFA Champions League Final in Wembley, London.
It says, “Heineken invites open minded Nigerian UCL fans to take part in a race to win 5 tickets to UEFA Champions League Final in Wembley, London on an all-expense paid trip. 350 fans will be invited for this once in a lifetime race from the National Theatre, Iganmu, Lagos on the 13th of April, 2013, where only the first five contestants to complete the race will win the tickets to the Final. On their journey they need to solve riddles to overcome obstacles and complete the race. Entries for the race start on the 3rd of April and close on the 10th of April. ”
Heineken, however urged its fans to engage with the brand through a series of unique activities from on shelf in modern stores to in-bar and social media, offering incredible once-in-a-lifetime prizes.
It is also offering fans on its Facebook page an opportunity to compete against each other – and Heineken ambassadors including Clarence Seedorf – to earn bragging rights and UEFA Champions League prizes.
Similarly, Jacqueline Van Faassen, Heineken Senior Brand Manager, said: “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.
“For this we are truly excited to organise the race to the final for the first time so we can reward the biggest Heineken fans in Nigeria with an all-expense paid trip to the UEFA Champions League Final in Wembley, London.
“We want consumers to watch the advert on youtube.com/Heineken, engage with the brand by playing the digital game, Tweet Clarence Seedorf and come to Heineken® events. If they do, they might even get the chance to see the Final in a uniquely Heineken way whether it’s in Wembley via the race to the final event or at the Heineken Champions Planet, Lagos via Heineken quiz and in-bar.”
