As the official beer partner of UEFA Euro 2020, Heineken UK created a branded ‘Stadium In A Box’ activation home fan pack which includes an authentic stadium dugout chair, a spectator backdrop, official tournament merchandise, plus gourmet match-day food delivery vouchers and, of course, a branded fridge full of Heineken
The idea is based on the fact that this year’s competition will be played to limited edition crowds due to ongoing Covid-19 stadium capacity restrictions so fewer fans than normal are able to be thee in person. Thus, the brand is bringing a rounded, in-stadium experience to fans’ homes so they can feel more like they are watching the tournament at the ground.
The beer brand has created 51 limited-edition ‘Stadium In A box’ sets – one for every game in the tournament. Each one is being given away to football fans through a competition run by Heineken and Tesco. Winners will be drawn every week for four weeks and the boxes will be delivered to people’s homes throughout the tournament. A team from Heineken will be assigned to each special delivery to install the boxed-up stadium in recipients’ homes.
Cow PR is delivering the project which is being promoted primarily via digital and social content on the beer brand’s own channels led by a hero spot.
“As an official partner, we know that when the UEFA Euro competition comes around, fans truly get into the tournament and live and breathe international football, whether they’re in the grounds, in the pubs or in their homes,” explained Heineken Beer Brand Unit Director Matt Saltzstein. “And for people enjoying the occasion from their living rooms this summer, we wanted to give them the chance to really dial up the atmosphere and truly immerse themselves in the matches. What could be better than the delivery of the Stadium in a Box, which contains everything that’s great about being in a football stadium?”
This campaign run alongside the beer brand’s pan-European rivalry-themed ‘Finally Together Again’ Euro 2020 activation which launched in mid-May with a hero spot.
This was then supported through local market stunts and activations such as a ‘Wales v England’ prank played on ambassador Rio Ferdinand by fellow Heineken endorser Robbie Savage. For example, to celebrate the rivalry and ‘bring to life the fact that football isn’t half as fun without your rivals’, Heineken teamed up with former Welsh international Savage for a mischievous set-up on friend and former England star Rio Ferdinand.
Other elements of the brand’s tournament activation range from country/team-specific bottles
Comment:
This isn’t the first time we’ve seen this tactic of bringing the live game experience into fans’ home via a branded box set.
Indeed, last July, Heineken rolled out a similar concept in the USA when it hosted a Stadium in a Box competition for Major League Soccer fans: which offered fans a chance to win a replica stadium seat from their local team.
Great seat. Great eats. And of course, great beer gear. #NowYouCan win the best parts of the stadium experience for your home. Tag @Heineken_US in your #CheersFromHome + #promo for a chance to win a real @MLS stadium seat. NoPurNec 21+ Rules: https://t.co/0W1UZaiIb8 pic.twitter.com/7O0gX8PEYR
— Heineken US (@Heineken_US) July 30, 2020
Heineken has also used the same approach to leverage its F1 sponsorship in the form of an F1 Pit Wall Bar.
During the pandemic we’sve seen similar tactics from beers and other brands and sponsors around the world including Pepsi’s NFL ‘Tailgate In A Box‘ and Dos Equis and its college football activation.
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