Since soccer fans are likely to have a mobile device in one hand and a beer in the other this season, Heineken is doing its best to infiltrate both.
Hence the brewer's latest second-screen campaign, #sharethesofa, a months-long campaign that coincides with the European soccer season. The program, starting Wednesday, lets fans interact with soccer stars via that hashtag. The initiative kicks off with Ruud Gullit, a Dutch player who will be participating in a live interview. Fans can also play a video game with Gullit. Heineken has more than a dozen other players queued up for the effort, though it hasn't revealed their identities. Read more...
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