Digital marketing and football are two of my big interests. So when I discovered that I had won an all expenses paid VIP weekend to Cape Town, as part of the UEFA Champions League Heineken Star Final Experience, I was ecstatic.
I first learnt about this app when I attended The Chartered Institute of Marketing’s Digital Bootcamp in Hertfordshire late last year. I like to take a keen interest in downloading new apps and testing them so I have an understanding of app development for our clients.
I won the trip through the Heineken Live Football Gaming App. As you’re watching the Champions League matches, which are sponsored by the lager hot shots, you can play along with the interactive app. Using your instincts, you have to predict what might happen at various points throughout the match, such as will a kick result in a goal, miss, clear or save.
So when I achieved a coveted ‘leader board place’ on the app during the semi final, I was in the running to be one of the 200 fans from across the world that Heineken would send to a secret location to watch the Final. I couldn’t believe my luck, so along with a friend, we headed off to Gatwick and were whisked away to the fantastic city of Cape Town.
From there we dined in style, took excursions in a cable car up Table Mountain, enjoyed a helicopter flight, explored the Cape Town Stadium and partied the night away in the hottest member bars. We rested at an exclusive 5 star resort and watched the Cup Final in the City Hall, which boasted a live concert orchestra playing the well known Champions League theme tune. All of course with a bottle of complimentary Heineken in our hands!
This momentous event has been taking place for the past four years and is part of Heineken’s marketing strategy to promote themselves as a brand full of personality and life, bringing new experiences to their customers. We were encouraged to share our experience whist we were there through social media, and overall gave us an experience we’ll never forget.
But does this make me a Heineken convert now that I’m back in the UK? As a marketer I certainly appreciated the strategic campaign behind the trip, and with the amount of people I’ve talked to about it, I’ve definitely done my bit for word of mouth recommendations. Only time will tell if it’s had a lasting affect but I’d jump at the chance to go again.