HEINEKEN® X CHAMPIONS LEAGUE. - References
HEINEKEN® X CHAMPIONS LEAGUE.
Heineken® revolutionized fan engagement at the UEFA Champions League final by allowing thousands of real fans to be part of the official trophy lift for the first time in history. The brand introduced custom-made, biodegradable confetti featuring fans’ faces, creating a unique and meaningful way to celebrate the victory.
In an innovative social media campaign, Heineken® invited supporters of finalists Real Madrid and Borussia Dortmund to upload their celebration photos. These images were then processed using face recognition technology, allowing Heineken® to match fans’ pictures with UEFA images of players. The result? The fans' faces were immortalized in the confetti shower that cascaded down during the trophy lift at Wembley Stadium.
This remarkable fan experience was not only a celebration of football but also a testament to Heineken®’s commitment to inclusion and fan engagement. Fans from around the world were able to feel truly connected to the event, with many receiving a personalized picture showing their part in this historic moment.
The campaign quickly went viral, earning over 4.1 billion impressions across 58 countries and appearing in more than 1,250 publications. This remarkable achievement solidified Heineken® as a true champion of fan engagement. At MAGIC FX, we were proud to supply the custom confetti for this groundbreaking campaign and be part of the Champions League finals.
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