Abstract

The case “Heineken’s Champion the Match’ campaign to Increase Brand Awareness” talks about Heineken’s Champion the Match’ campaign, which was launched in 2015 during the prestigious football tournament, UEFA Champions League (Champions League) in 2015. The campaign was built on the success of its 2013 award winning campaign called ‘Share the Sofa’. The campaign, using social media and the second screen brought together players and fans of the game. Experts believed that the campaign was highly beneficial in terms of increased sales of Heineken beer and also increased awareness about Heineken at the global level.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• To understand global marketing strategies.
• To know about campaigning through social media
• To learn the importance of brand awareness and association
• To discuss how social media can be used as a communications channel
• To understand the use of social media to get targeted market response

Keywords

Heineken ,Brand Awareness ,Marketing ,Consumer research,Global marketing strategy ,Social Media ,Brand Strategy , Advertisement , Brand Association,Football ,Promotion ,Emerging markets ,Second screen, Marketing Communication ,Brand image