industry
beverages brand
agency
tribal ddb
location
global
marketing objectives
maximise impact of champions league sponsorship
drive brand awareness and engagement
improve sales
their challenge
the key insight at the heart of the campaign is that 76% of people watching the champions league (a european football tournament) where watching it alone at home, and most of them where multi-screening with tablets and smartphones whilst watching the games.
their solution
the share the sofa campaign created hundreds of pieces of video content that were broadcast via twitter live as the football matches were played. these video clips were made by football celebrities that shared their opinions and insights on the match in a light-hearted and highly visual way from their own sofa.
their results
the campaign generated over 1.2 billion content views and gave heineken a 79% share of all conversations in relation to the champions league sponsorship online. it also lead to a 7% increase in purchase intent in the target audience.
what’s good about it
it’s a great campaign because it takes a clear audience insight on multi-screening and uses to this to create a core creative concept. the campaign was picked up my numerous media outlets and discussed globally, adding to its reach and impact.
further insights
the campaign used some innovative techniques to achieve live video streaming because it was created before periscope (a twitter app to create live video streams) was created. because of periscope, and other social live video streaming, such as facebook live, these kinds of campaigns are much easier to create now from a technical point of view.
in this article, we’ll take you through some key trends in how different age groups are using social media in 2023 – especially the attitudes and activities that characterise each generation, and which platforms they use the most.
it’s hard to know where to start with running highly effective social media influencer marketing. everyone talks about it, but few have successfully nailed it repeatedly and reaped the rewards
in this episode ciaran and daniel rowles dive deep into the most exciting new tools from ai-powered social media automation to seo optimisation and content enhancement tools.
evaluate the capabilities of chatgpt, deepseek, and google’s gemini - expert takes on where these tools excel, where they stumble, and how you can leverage them in your digital marketing strategy.