Heineken invites publicans to Get in the Game!

The new Get in the Game campaign allows publicans to ensure they’re part of the action, ready to maximise the impact to their business.

The Heineken Cup has delivered some of the best sporting occasions in the pub, helping drive footfall into Irish pubs from the pool stages to the final.

Print

Print

Off-trade

In the year of The Gathering, Heineken Cup final weekend will be one of the largest single visitor attractions in 2013, representing a significant boost to the economy with up to 70,000 visitors expected over the course of the final weekend. An opportunity of this scale is one not to be missed and Heineken’s Get in the Game campaign was launched in Searsons Bar in Dublin recently to a packed house of rugby fans and legends.

“The Heineken Cup is very exciting and creates great business for us,” commented  Searson’s Charlie Chawke, “It brings in a lot of cash.

“Overall the atmosphere and the craic that the Heineken Cup brings is great. We put as much time and resources into advertising the Heineken Cup as we can. I would say the Heineken Cup is the biggest attraction in our pub”.

The new campaign allows publicans to ensure they’re part of the action, ready to maximise the impact to their business.
As the Heineken Cup enters the knock-out stages and the journey to the final begins in earnest, Heineken is gearing up for one of the busiest periods in the on-trade calendar by unveiling the major new on-trade campaign, encouraging fans and pubs to Get in the Game. This comprises a new TV ad along with creative for outdoor, print and digital advertising, with heavyweight media, PR and social media support.

Speaking at the launch Heineken Sponsorship On-Trade Activations Manager Michelle Flood said, “Sports fans are increasingly looking for new and engaging ways to enrich their Heineken Cup experience. We’ve developed an innovative and multifaceted on-trade campaign that will not only bring people into the pub on match day but engage them through our new online mobile game.  Now, in the lead up to match day, they can Get in the Game with the aim of scoring points and winning prizes. 

“Today, so much of the conversation around sports events takes place across social media. Heineken recognises how important this space is and has developed opportunities for its trade partners to get involved and maximise opportunities to drive footfall into their bars by downloading the Heineken Cup Social media package from heinekentradezone.ie.”

Related Articles

Heineken delivers a ‘solid third quarter of balanced growth’ →

AB InBev UK and C&C Group agree new distribution changes →

Molson Coors reaffirms 2024 full-year guidance →

Pernod Ricard to sell its wine portfolio →