Heineken upbeat about social for UCL

28 Mar,2013

By Johnson Napier

 

With the rollout of the Social Reporter contest, Heineken is looking to recruit a ‘Man of The World’ from India, to live the Heineken Experience and report on it. The attempt is to recruit a lucky football fan, who is digitally and socially savvy, creative, witty, passionate and eager, to report on the UEFA Champions League Final weekend for Heineken’s social media channels in India.

 

Samar Singh Sheikhawat, Senior Vice President (Marketing), United Breweries Ltd. tells MxMIndia on what makes this contest a unique experience for football fans in India and also what are Heineken’s growth plans for India.

 

This is Heineken’s first association with UEFA Champions League in India. Given the huge popularity that UCL enjoys around the world, what are your expectations from the association in India?

Heineken globally has been a sponsor of the UEFA Champions League, the world’s most prestigious club football tournament, since 1994. This makes it a perfect match for Heineken, the world’s most international premium beer brand.

 

The Heineken Social reporter initiative is an extension of the brand’s global campaign The Candidate, and one of the initiatives as part of Heineken’s activation of the UEFA Champions League sponsorship in India.

 

We expect this initiative and our overall Champions League activation plans to give Heineken a salience boost, and connect with young urban consumers in the key consumption months of the upcoming warm Indian summer. The winner of our search will not only experience the time of his life, but will also play an extremely important role in his assignment as Heineken’s Social Reporter. We are looking for someone not just with advanced degrees or skills, but for someone who is smart, spontaneous, witty and creative; and someone who has the ability to think out of the bottle.

 

Could you elaborate on the Social Reporter contest that you’ve announced in India? How is it unique?

With the Heineken Social Reporter, the brand is looking to recruit a ‘Man of The World’ from India, to live the Heineken Experience and report on it. The attempt is to recruit a lucky football fan, who is digitally and socially savvy, creative, witty, passionate and eager, to report on the UEFA Champions League Final weekend for Heineken’s Social Media channels in India.

 

The search will begin with the profiles that interested fans create on our Facebook app: https://apps.facebook.com/heinekencandidate/. From here we will create a shortlist and then engage with the candidates on a one-to-one basis over two or three more rounds, before we arrive at our Heineken Social Reporter.

 

Will you be looking at extending the contract of the winner beyond the UCL tournament?

The Heineken Social Reporter is ideally a onetime opportunity for one successful consumer to report Live from the upcoming UEFA Champions League Final from Wembley Stadium, London.

 

What are Heineken’s plans around other sporting properties (including football) in India?

Across the world, Heineken connects with consumers through marketing activation campaigns based on its global Sport, Music and Film platforms. These include the UEFA Champions League Football and the Rugby World Cup. In India, we will be continuing on the same lines. At this moment we are concentrating on Heineken’s activation of the UEFA Champions League sponsorship in India. We do not have any other sporting associations at the moment.

 

Growth-wise, what are your expectations from India for the year 2012-13?

Heineken is our fastest growing brand. It has grown at close to 100%. We have almost doubled volumes from what they were last year.

 

For the upcoming year, we are looking at increasing distribution of the brand to reach out to our target consumers.

 

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