Heineken, the Official Lager Supplier and tier three sponsor of the London 2012 Olympic and Paralympic Games, is launching a targeted and impactful online and outdoor advertising campaign that celebrates sport and activates its partnership with London 2012.
The high-profile campaign will see Yahoo! and Eurosport.com host a Heineken® ‘Fan Hub at www.thefanhub.co.uk within their Olympic section. Homepage takeovers on key sporting event days will act to drive traffic to the hub that will showcase celebration themed and fan generated content across six areas:
• Guide to the 21 big screens across the UK
• The Ultimate Guide to celebrating in London
• ‘Fan Hub’ daily blog
• Fan gallery
• Fan Tweets
• Olympic & Paralympic facts
Digital outdoor screens throughout London underground and rail stations and at Westfield Stratford shopping centre will display near-live content that directly feeds from the Heineken Fan hub. This will include a daily calendar of events, a list of Heineken pubs nearby, relevant Olympic and Paralympic facts and details of medals celebrations – all updated regularly to drive consumer interest.
The winner of the daily Fanhub photo completion, where consumers are asked to submit photos celebrating the Olympics, will also be featured on the Charing Cross Transvision site where Heineken will have exclusive presence for 4 weeks from July 23.
Geo-targeted mobile and sponsored activity on Twitter with the hash tag #celebrate2012 will direct consumers to the follow @Heineken_UK and the Heineken (R) ‘Fan Hub’ for further content and updates.
Louise Dennett, UK brand manager for Heineken, said: “Our involvement with the Olympics is very much about the celebratory aspect of watching and enjoying the action whilst enjoying a cold Heineken. This exciting activation across online, outdoor and mobile creates a customer journey throughout the day providing near-live celebration updates for the fans.”