The Problem:
Hardcore UEFA Champions League fans in South Korea face a unique challenge: the matches air live during the early morning when bars are closed.
Heineken's Creative Solution:
"LaundroMatch" campaign transforms 24-hour laundromats into makeshift sports bars.
Consumers scan QR codes on washing machines for access to live matches on SPOTV.
The quirky activation aligns with Heineken's "Cheers to the Real Hardcore Fans" campaign, celebrating dedicated fans who go the extra mile for their team.
Why it Matters:
Heineken recognizes and caters to the unique needs of international sports fans.
The campaign taps into the existing infrastructure of 24-hour businesses to solve a real problem.
It showcases Heineken's understanding of fan culture and its willingness to think outside the box.
Similar Efforts:
Heineken's past campaigns like "The Boring Phone" and the gaming PC fridge illustrate a commitment to innovative and engaging marketing.
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