Heineken lance sa campagne « Soccer Is Here »

Heineken vient de lancer sa nouvelle campagne « Soccer Is Here » qui met en scène les stars du football que sont Landon Donovan, David Villa et la joueuse Carli Lloyd.

Avec ce partenariat, Heineken célèbre la popularité grandissante du football aux USA, via de nouveaux spots télévisés et des partenariats avec l’UEFA Champions League (UCL) et la Major League Soccer (MLS).

Cette campagne « Soccer Is Here » va donc s’appuyer sur 2 joueurs et une joueuse très populaires aux USA et dans le monde du football :

  • David Villa, l’étoile espagnol et joueur du New York City Football club (NYCFC)
  • Carli Lloyd, la capitaine de la sélection américaine et héroïne de la finale face au Japon, lors de la Coupe du monde 2015
  • Landon Donovan, une légende du ballon rond aux États-Unis

Cette promotion passe par une série de nouvelles publicités qui mettent en valeur, l’énergie et la passion, qui entourent le sport en Amérique, ainsi que des concours et des engagements interactifs pour les partenaires d’ Heineken.

La campagne, développée par Publicis New York, marque le coup d’envoi de la saison de MLS qui a eu lieu le 6 Mars 2016. 2 spots de 15 secondes ont été diffusés, mettant en scène Villa et Donovan. La publicité complète de 30 secondes sera lancée mi-mars et contribuera à mettre en évidence la croissance du football aux USA.

Ralph Rijks, le Vice Président d’Heineken explique à propos de ce partenariat :

« Ce fut une longue route pour les fans de football en Amérique, et comme un supporter du jeu depuis des décennies à l’étranger, Heineken porte un toast aux anciens et nouveaux fans […]  Nous sommes très excités de faire partie de cette dynamique et de cet héritage, et nous allons amener les fans plus près du jeu pendant toute l’année. »

Grâce à ses partenariats et ses activités au fil des années, Heineken est devenu un sponsor leader dans le football, à la fois au niveau mondial et en Amérique. Avec « Soccer is Here » Heineken puise dans cette passion pour amener le jeu à de nouveaux sommets.

En parallèle, Heineken lance « Never Miss a Minute » , un concours pour récompenser les supporters avec des prix à chaque minute de chaque match de l’UEFA Champions League et de la Major League Soccer. Pour participer, les supporters devront envoyer une photo d’eux-mêmes en train de regarder un match de MLS ou d’UCL, tout en savourant une Heineken.

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