As the Summer of Soccer reaches its peak, Heineken has launched a new Out-of-Home campaign that translates soccer terminology into the American sports language fans already know, using familiar football, baseball and basketball language to help U.S. audiences feel more fluent in the game — and more able to join the soccer conversation this summer.
The billboards, created by Heineken’s creative AOR LePub NY, are designed to help Americans skill-up on soccer, so that they can more powerfully engage in the thriving fandom and build connections during the world’s biggest soccer celebration. The campaign launched on Digital OOH placements in select World Cup Host Cities, including New York, Philadelphia and Atlanta. Formats include digital spectaculars in high-traffic pedestrian and vehicular hotspots, digital street furniture and networks near fan fests, stadiums and transit hubs, and digital liveboards within New York’s subway system.
The launch is the latest in a busy Summer of Soccer for Heineken. In May, the brand introduced Heineken Fan Volunteers, a first-of-its-kind initiative tapping unused Volunteer Time Off (VTO) policies to let fans take time off work to watch midday matches together. Over 1,700 fans have signed up. The brand also rolled out a Bar Finder tool, pointing fans to 400+ bar experiences in markets including New York/New Jersey, Miami, Dallas and Atlanta, and staged a real-time “Fan Rescue” in Boston, delivering emergency beer to Scotland’s traveling fans after local bars ran dry.
All of it ladders up to Heineken’s global platform, “Fans Have More Friends,” rooted in the idea that a shared passions can turn strangers into friends.
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