Akhil Shah is a happy man these days! He has won the opportunity to watch the UEFA Champions League Finals 2013 in the magnificent Wembley stadium in London. As shared earlier, this is part of the Heineken India campaign carried out by Kingfisher to create buzz amongst the football loving fans. Out of 400 applications, Akhil will be flying to London to watch the game and share the entire weekend experience for the Heineken social media channels in India.
According to AFAQS, the final 15 applicants, who were voted by the Facebook users had to go through a three-stage selection process. The assessment was based on their football knowledge, passion for the game, personality traits, etc. The winner from the final three participants was announced at an event held in New Delhi, which had the presence of the captain of the Indian football team, Sunil Chetri.
Along with revealing the winner of the contest, the brand also revealed its future plans and how it is going to promote the event. “The Road to the Final” is the latest ad for the occasion which features a football fan who receives a ticket to the UEFA Champions League Final. The problem is that he is on the other side of the world and faces a race against the clock to get to the match. A Facebook app has been created for its 12M fans which showcases the lovely ad. Apart from featuring the video, the app also has a social pinball game that has been inspired by elements of the new ad. The addition of the simple and addictive pinball game is a smart move to buy some more time of the fan on the page.
In addition to social initiatives, the brand has also lined up some offline activities across bars and beer shops around the country for the “The Road To the Final.” Consumers can get lucky and win some free merchandise and a chance to win a ticket to the final too. So make sure you are alert when you are sipping a Heineken Lager beer the next time.