Heineken handed the brief to the digital agency following a pitch against rivals including Bartle Bogle Hegarty. It will begin rolling out the activity before the Champions League group stage kicks off on 14 September.
Facebook will feature heavily in Heineken’s digital activity. The brewer has attracted 430,000 fans to its Champions League page on the social network and sees this as an ideal way to promote the tie-up.
Separately, Heineken is looking to step up its international digital activity. Floris Cobelens, the brand’s global manager of digital media, claimed that, in some territories, Heineken has traditionally had a limited online presence.
He added that in the UK, the brand will replicate the big-budget online campaigns that it has run in other territories.