Heineken part à la chasse aux fans

Pour la Coupe du Monde de Rugby, Heineken, partenaire mondial de l’événement, part à la recherche de 48 fans à travers le monde.

Dans le cadre de l’événement, Heineken a débuté les hostilités avec un film mettant en scène « L’Homme Heineken », mandaté pour apporter la pièce qui servira de toss aux matchs de la Coupe du Monde de Rugby. Bien évidemment, de nombreuses péripéties vont joncher son chemin, ponctuées aussi de rencontres impromptues auprès des ambassadeurs Heineken pour la compétition, à savoir Jonah Lomu et Will Carling, ancien capitaine du XV de la Rose.

Pour soutenir ce film, la marque vient de lancer aujourd’hui une activation sur les réseaux sociaux, #ItsYourCall, une pseudo chasse au trésor. Pour célébrer l’année de la dernière organisation d’une coupe du monde par l’Angleterre, Heineken invite ses fans à trouver une pièce frappée de l’année « 1991 », se prendre en photo avec la dite pièce et l’envoyer au compte @Heineken_UK avec le hashtag #ItsYourCall avant ce soir, mardi 18 août, minuit.

David Lette, Directeur Marque Heineken s’est exprimé « Avec cette activation exclusive autour du toss, Heineken lance la Coupe du Monde de Rugby 2015. Nous sommes heureux de pouvoir être aux côtés des fans les plus passionnés et de pouvoir les récompenses avec une expérience unique, VIP, au plus près de l’action. »

En effet, le gagnant rencontrera Will Carling, en personne, à Londres le 26 août prochain pour le lancement officiel de la campagne Heineken pour la Coupe du Monde de Rugby, une expérience « money-can’t-buy » pour le fan, qui sera aussi invité à assister au match Angleterre vs Fidji, dans des conditions exceptionnelles le 18 Septembre prochain.

Au delà de cette activation très ephémère, Heineken produira aussi du contenu pour ses réseaux sociaux avec ses ambassadeurs Jonah Lomu et Will Carling mais aussi d’autres joueurs comme John Smit (Afrique du Sud, 4ème à partir de la gauche), Matt Dawson (Angleterre), Scott Quinnell (Pays de Galles, 2ème à partir de la gauche), Rocky Elsom (Australie) and Shane Horgan (Irlande).


Pour conclure, durant la compétition, Heineken mettra en place le Heineken Rugby Studio, un studio TV pour le digital qui présentera le match de la journée et reviendra sur les temps forts de la rencontre. Présenté par Will Carling, ce dispositif aura pour ambition d’offrir du contenu de marque et dominer idéalement les discussions durant la compétition, à l’image de The Dugout d’adidas football durant la dernière FIFA World Cup.

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2 Rétroliens / Pings

  1. Heineken part à la chasse aux fans | Netmag
  2. Heineken a officiellement lancé sa campagne pour la Coupe du Monde de Rugby

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