From the kick off of UEFA EURO 2020™, Heineken (@Heineken_UK) was keen to encourage football fans to reconnect with each other and to enjoy the good-humoured rivalry that comes naturally to them. As the UEFA EURO 2020™ official beer partner, it wanted to be the leading beer brand that consumers associated with the tournament. It also celebrated the international nature of the tournament, which saw matches played across 12 European cities.
As an official Euro sponsor with TV ads running during live matches, Heineken wanted to extend its association with the tournament even further. Knowing fans would flock to Twitter to join the Euro 2020 conversation, @Heineken_UK designed a phased Twitter campaign to fuel engagement and discussion among Europe’s football lovers, and extend their campaign beyond TV alone.
First, Heineken continued its official connection to the Euros from TV to Twitter by running an Amplify pre-roll sponsorship with ITV Football (@ITVFootball). This ensured it was the closest beer brand to the action before, during, and after games. It also gave @Heineken_UK access to editorial content.
Keen to drive engagement and spark further conversation, @Heineken_UK also utilized weekly Promoted Polls enabling it to resonate with fans of different teams, while remaining impartial.
In fact, driving engagement was built throughout the campaign. The #EnjoyTheRivalry hashtag anchored the campaign with a hero video showcasing banter between fans of opposing teams. While another funny rivalry video, featuring well-known former footballers, tied in the England-Scotland game later in the campaign. This game was a moment of peak interest for UK-based fans.