Heineken: ‘ShareTheSofa’ Campaign Owned Social Conversation On Twitter

During the 2013 Champions League, sponsor Heineken launched a campaign that got a lot of people to take notice, and even more to start talking. The campaign, which ran with the hashtag#ShareTheSofa, used second screen interactive technology along with some of the sport’s famous faces, to get people more interested in the game, and more aware of Heineken as a sponsor. The result was a campaign that generated around 1.2 billion media impressions, spread across 94 countries, that went on to increase the purchase intent of their brand some 7%.

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