Heineken to use fans photos for Olympic activity

Heineken: rolls out Olympic activity
Heineken: rolls out Olympic activity

Heineken is to activate its sponsorship of the London 2012 Olympic and Paralympic Games through an online hub with fan-generated content.

Throughout the Olympic and Paralympic Games, Heineken will ask fans to upload photos celebrating the Olympics. The best pictures will be displayed at JCDecaux’s Transvision digital screen at Charing Cross station.

As part of its marketing activity around the games Heineken has booked all faces on the Transvision screen for four weeks.

Heineken is to use homepage takeovers on Yahoo and Eurosport.com websites, geo-targeted mobile ads and the sponsored hashtag #celebratelondon2012 on Twitter to direct people to follow @Heineken_UK and visit the fan hub.

As part of the activity, devised and implemented by MediaVest with creative work by Iris London, digital outdoor screens throughout London Underground and rail stations will display "near-live" content from the Heineken fan hub.

The online hub will go live next week and will provide a guide to useful information about the Olympic and Paralympic Games including where to find big screens showing footage, a daily blog and pictures and Tweets from fans.

Elsewhere, Heineken is kitting out 150 London pubs with banners, posters, beer taps and Olympic-branded glassware and provided Heineken-green uniforms for staff. It has also taken over Alexander Palace in North London, which will host the Dutch Olympic Committee.

Louise Dennett, UK brand manager for Heineken, said: "Our involvement with the Olympics is very much about the celebratory aspect of watching and enjoying the action whilst enjoying a cold Heineken.

"This exciting activation across online, outdoor and mobile creates a customer journey throughout the day providing near-live celebration updates for the fans."

The fan hub will go live at: www.thefanhub.co.uk next week.

Discussion

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now

Latest

John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message
Lynx unleashes £9m 'Peace invasion' campaign
Social Brands 100 Youth: Pizza Hut most social youth brand in UK
Cheryl Cole is wild and arresting in new L'Oreal work
Morrisons told not to show alcohol ads during YouTube nursery rhymes
O2 head of brand Shadi Halliwell departs after 23 years at company in restructure
Tesco hit by further sales decline as it turns to digital Clubcard and social network
Branding guru Wally Olins dies aged 83
Duracell short film captures epic Transatlantic voyage
Ash runs Tinder experiment to show smokers are less desirable to opposite sex
British Airways teams up with Gerry Cottle Jnr for summer of rooftop film screenings
Arklu says 'girls can be superheroes too' with doll design competition
Coke enters squash market with Oasis Mighty Drops
Virgin Galactic signs up Land Rover as space flight sponsor
Motorola marketer Andrew Morley departs as Google gears up for sale to Lenovo
US Airways apologises after tweeting obscene image at a customer