Heineken active son partenariat dans les bars

Heineken_champions_league Heineken, l'un des 6 sponsors de la Ligue des Champions, a décidé de donner une nouvelle dimension à l'activation de ce partenariat aux Etats-Unis auprès des jeunes de 21 ans et plus (l'âge légal minimum pour consommer de l'alcool).

A partir du mois de Février 2010 et jusqu'à la fin de la compétition, le 22 Mai 2010, Heineken va mettre en oeuvre son nouveau plan d'action autour du football, combinant activation digitale, utilisation des réseaux sociaux, promotions/dotations et théatralisation des points de vente, qui aura pour objectif d'engager la marque avec ces consommateurs et ces derniers entre eux. Le dispositif débutera avec le lancement de la page officielle "UEFA Champions League" (UCL), le 22 février, date des 1/8ème de finale de la compétition.

Des milliers d'utilisateurs Facebook, âgés de 21 ans et plus, déjà fans de la marque Heineken et de football sur Facebook recevront une invitation pour devenir fan de cette page officielle, ce qui leur permettra de trouver plus d'informations sur le Heineken Trophy Tour ainsi que le planning des animations dans les bars les plus proches de chez eux. Cette page permettra aussi d'envoyer les photos de ces animations dans les bars et s'inscrire pour le concours reservé aux consommateurs. Afin de gagner les lots, chaque inscrit devra recruter une "équipe" d'amis et se rendre dans les bars choisis Heineken/UEFA afin de regarder le match du soir afin d'être tiré au sort et gagner l'un des voyages tous frais payés à Madrid pour assister à la finale de cet événement footballistique de premier rang.

Dans les bars, Heineken a décidé de décorer totalement les lieux avec des posters avec le calendrier de la compétition, kakémonos et autres banderoles (en Anglais et Espagnol), mais aussi des mailots de football, des sous-bocs spécial Heineken et des porte-clés qui serviront aussi de dotation.

Un beau dispositif mis en place par Heineken qui capitalise sur la notoriété du partenariat pour créer du trafic en point de vente (bars) et potentiellement augmenter la consommation de ces produits auprès des fans de football.

Mais au-délà de l'aspect business et promotion des ventes, Heineken fait preuve de créativité en utilisant Facebook comme un vrai site Internet et met à profit les fonctionnalités mises à disposition gratuitement par le réseau social pour rassembler sa communauté de marque. Facebook permet donc à Heineken d'ajuster le curseur financier, puisque les économies réalisées sur le "faire-savoir" de ce dispositif serviront à démontrer et renforcer le "savoir-faire" d'Heineken, déjà connu à travers d'autres dispositifs expérientiels (ex.: Heineken House pour les J.O., Heineken Champions Planet au Nigeria)

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