Heineken® Redeems Brand Promise
04/20/2013

Sponsor Five Nigerians To Wembley

Online PR News – 20-April-2013 – Lagos, Nigeria – As the much anticipated UEFA Champions League Final holds on May 25 Heineken®, worlds’ most international premium lager beer, will be sponsoring five Nigerians, Diana Nwajiaku-Smart, Isaac Onochie Ijeh, George Mayowa Opeyemi, Franklin Chukwu Ijeh and Nwafor Felix Amobichukwu who through their inventiveness, ingenuity and resourcefulness were able to win an all-expense paid trip to watch the final live at the Wembley stadium in London.
The lucky winners proved to be exceptionally intelligent using their mental as well as the physical ability to outsmart 350 other participants that registered through the HEINEKEN® website and participated in the challenge. They were able to solve complex and interesting puzzles through the Radio Frequency Identification (RFID) technology where they have to clock-in to receive and solve clues in order to continue the journey. With the RFID technology, contestant’s clues are posted on their Facebook wall for their friends to help them when they are stuck; they were strategically stationed in locations around Lagos. This is a departure from the former raffle draw that was used this time every consumer’s destiny is in his own hand.
The mechanics of the challenge was designed not only to choose winners, but to bring out the “Man of the World” in every participant in relation to the premium brand. It was also to display that Nigerians can equally play in the man of the world league by bringing out the can-do spirit in them by displaying sportsmanship character.
The exciting “Road to the Final” challenge which broke early this month kicked off from the National Arts Theatre, Iganmu which was a beehive of activities as early as 8.00am where the contestants registered and hit the road to be among the last five standing. The contestants were expected to cleverly solve some clues to decode the five locations and head to the final road to emerge as winners. The exciting road to the final took the participants to Golden Tulip Hotel, Festac Town, Sailors Lounge Lekki, Ikeja City Mall and terminated at the Heineken Champions Planet Victoria Island, Lagos. They were expected to locate these locations which were not made known, register their presence and hit the road to the next destination and the first five that arrive at the Heineken Champions Planet automatically win tickets to Wembley.
Speaking at the presentation of flight tickets to the winners at Heineken Champions’ Planet, Jacqueline van Faassen, Senior Brand Manager Heineken, said the “Race to the Final” challenge was to reward consumers who have displayed inspiring and imaginative character to earn them the tickets to the UEFA Champions League Final in Wembley, London. “Heineken® invited open minded Nigerian UCL fans to take part in a race to win 5 tickets to UEFA Champions League Final in Wembley as a way of interacting and rewarding their loyalty to the brand”.
She added that, on the Road to the Final, Heineken® encourages fans to engage with the brand through a series of unique activities from on-shelf in modern stores to in-bar and social media, offering incredible once-in-a-lifetime prizes.
As the ‘Road to The Final’ reaches its climax, Heineken® will equally invite fans to the Semi-Final and the Final VIP viewing events that will host over 250 fans from across Nigeria toa premium football viewing experience at the Heineken Champions Planet, Victoria Island, Lagos. They can sign up on-line via Heineken.com.
She encouraged consumers to watch the new advert on youtube.com/Heineken, engage with the brand by playing the digital game, and prepare to come to Heineken® events. If they do, they might even get the chance to see the Final in a uniquely Heineken® way whether it’s in Wembley via the race to the final event or at the Heineken Champions Planet, Lagos via Heineken quiz and in-bar.