To celebrate the global nature of the UEFA Champions League Final, Heineken UK launched a closely integrated social media and digital outdoor campaign to capture the global conversation inspired by one of the largest annual sporting events in the world. The Twitter powered world map dominated digital out of home sites across London and encouraged people to “Feed the Tweet Map.”
Developed by MediaVest, Grand Visual and booked and planned Kinetic, the map visually represented the number of people tweeting about the final in each country at any one moment. Expanding and shrinking Heineken beer bottles correlated to the volume of all tweets coming from all corners of the world in real time and tapped into its global tag line ‘Open Your World’.
The data was collated, augmented and pushed out using Grand Visual’s OpenLoop platform, which enables live and dynamic campaigns across the DOOH space. Heineken’s Twitter-powered world map appeared across seven major digital outdoor sites and was part of a broader outdoor push to ‘paint London green’. Through a combination of static, digital and backlit sites encompassing road, rail and air routes into and out of London, it was anticipated to reach 75% of all adults in London an average of 24 times during the campaign period.
Rick Lawrence, marketing manager for Heineken UK, said: “We are delighted with this media first, the innovative linking of Twitter, new technology and digital outdoor brings standout to our Outdoor campaign in a way that is truly befitting of the world’s most international beer brand and Europe’s most prestigious club football competition. On average, 8m London adults will see the campaign activity, driving awareness of Heineken’s premium credentials to an all-time high in the UK.”