Who Will Take the Soccer Ball to Paris?

Heineken, a long time sponsor of the UEFA (Union of European Football Association), recently launched a CGM campaign in an effort to promote one of Europe’s biggest sporting tournaments: The Champions Cup. The European football tournament began in March and will wind its way throughout Europe ending in Paris, where the final tournament will be held in May.



Heineken's tactic is to have fans participate in transporting a green soccer ball from each of the Tournament locations to the next location by any means necessary, as long as hands are not used in the process (in keeping with the rules of soccer of course).

Participating fans are encouraged to take footage and photos of their methods and upload them to the promotional website. Fans can log in, track the ball whereabouts and participate in various challenges set by Heineken such as “Show Us the Craziest Thing You Can do With the Ball.” They can also check game scores and get information on the different tour locations. Walter Drenth, Heinekens global communications manager stated, “We believe that the interactive platform along with our global ad campaign, will allow us to connect football fans globally and create active engagement between the fans and the UEFA Champions League.”