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Marketing and Sponsorship

Heineken Ad Features Irish, English Rugby Supporters Coming Together

Heineken has released a film of Irish and English rugby supporters "being forced to sing together, as part of an attempt to whip up interest in a new website for all fans of the sport," according to Daniel Farey-Jones of MARKETING MAGAZINE. In a stunt "designed to bring to life the idea that good things happen when fans work together," the beer brand invited the fans to watch the Ireland vs. England game in a bar, turned the beer taps off and "set the fans a challenge to get them back on." The video promotes the launch of Heineken Rugby Club, which is "not a new team, but a website intended to help fans to make the most of matchday social opportunities" by offering a guide to cities and pubs hosting rugby. Marketing for heinekenrugbyclub.com is initially focused on Ireland but will be expanded to other countries in a number of stages this year. The stunt was "carried out by Irish agency Rothco" (MARKETING MAGAZINE, 3/16).

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