The brand challenge facing Heineken is not one of awareness, Heineken is one of the most recognised sponsors in football – it is one of meaningful engagement. How does Heineken communicate its brand values to show it understands the passions of its consumers?
To do this we must find a way to stay relevant amongst younger audiences, identify the methods of which they consume football content, and tap into trends to join the conversation.
We identified Fabrizio Romano as a new talent that could help us build stronger connections with the modern football fan. Fabrizio’s niche as the person with the inside scoop on all the latest transfer speculation has amassed him over 29m social followers globally.
And the modern football fan consumes sports content in new ways now, and with Twitch’s new sports category existence showcasing notable viewership growth of over 1000% in one year, we wanted to use this channel to engage with our audience.
And finally, we need a trend to tap into to join the conversation, and what garners more attention globally from football fans than Transfer Deadline Day?
So, in partnership with Fabrizio, we created the Heineken Deadline Day show. An epic 12-hour LIVE stream experience on Twitch, hosted by Fabrizio Romano, announcing the latest transfer news as it happened, amassing nearly 3 million streams from the Heineken Experience in Amsterdam.