Heineken unveils CL marketing campaign

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The Dutch brewery has unveiled its global marketing campaign for its sponsorship of the UEFA Champions League (CL) with the launch of an interactive channel for fans. The channel, at www.championsplanet.com, supports the beer brand's global campaign - ‘Welcome to Champions Planet’.

It will be launched in more than 120 countries throughout the 2005/06 season and will feature content originating from CL fans across the world, who will be invited to contribute through movies and photography. It is said that the channel will have the look and feel of a TV station, and feature several streaming channels as well as a photo gallery. There will be an opportunity for fans to become one of 12 Champions Planet reporters. Their role will be to co-host and manage content arising from the knock-out phase of the competition.

The selection process for the 12 reporters will be through a combination of media promotions and a competition on Championsplanet.com. Heineken is supporting the campaign through a range of activities including TV and print ads, trade promotions, promotional packaging and PR.

Global marketing communication manager for Heineken, Walter Drenth, said: “Our aim is to create an integrated campaign which actively encourages a level of involvement from fans by bringing an exciting and fresh perspective to the UEFA Champions League.”We believe that the interactive platform, along with our global ad campaign, will allow us to connect football fans globally and create active engagement between the fans and the UEFA Champions League.”