With sports stadiums shuttered during the Coronavirus pandemic, watching live games is not the same experience fans once knew. However, soccer enthusiasts have the opportunity to merge their at-home viewing with the thrills of a stadium through a new campaign from Heineken.
Heineken’s new “Stadium In A Box” push gives Major League Soccer (MLS) fans the chance to win prize packages decked out in their favorite team’s logos. To enter to win, soccer fans can go to Twitter and tweet Heineken a picture of themselves cheering for their team from home. Fans are encouraged to show off their favorite soccer gear in their photos and must include the campaign hashtags #CheersFromHome and #Promo in their tweets. Winners of the Twitter contest will be gifted an actual seat from their favorite soccer team’s stadium, a bundle of classic stadium food, and a mini Heineken fridge filled with the brand’s new non-alcoholic brew, Heineken 0.0. Fans can enter to win the full “Stadium In A Box” package until August 11, when the MLS championship game airs.
Like other professional sports leagues, including the NBA, NHL, and NFL, professional soccer’s season was put on hold during the Coronavirus pandemic and is only now returning with a shortened schedule. The league is currently playing at an empty stadium in Florida, so Heineken’s new promotion provides an opportunity for fans to cheer for their teams despite not being there in person. By holding its contest on Twitter, Heineken can tap into the loyal team fan bases, build buzz around the league’s games, and grow its own following on the platform. With stadiums—and many bars—remaining closed amid the ongoing pandemic, interacting with fans on social media through a prize giveaway could help Heineken drive beer sales and audience engagement, according to a Gartner report.
For the campaign, the beer brand also partnered with alcohol delivery app Drizly to give Twitter fans six-packs of its new non-alcoholic brew, Heineken 0.0. By working with Drizly, Heineken could further encourage consumers to purchase it’s beer—particularly to drink at home while watching soccer games—and reach homebound consumers in a mobile-centric way.
Heineken’s “Stadium In A Box” promotion allows it to tweak its traditional sports marketing strategy while still scoring with soccer fans. The beer brand’s at-home fan section could prove appealing for other sports games, and with no sure answer on when the pandemic will end, could allow Heineken to extend its “Stadium In A Box” to other sports throughout the year.