Champions League Sponsor Heineken Creates Chatbot Offering Fans Rewards

Heineken is "set to launch a chatbot it hopes will convince football fans to tune in" to the Champions League during its knockout stages as part of its official sponsorship drive, according to Jessica Goodfellow of THE DRUM. The chatbot will offer fans who turn Champions League matches into "social occasions" rewards in the form of "transportation, food delivery and home cleaning discount codes." The Heineken CL chatbot will be launched in April via the Facebook Messenger application. The beer brand has once more tapped ManU Manager José Mourinho to lead its latest global digital campaign, "No More Excuses." The campaign’s launch film will see Mourinho "read out some of these reasons fans do not get together" to watch CL matches, and "demand that fans turn the football season into a social occasion." The campaign, created by Publicis Worldwide and its ad agency Poke London, launched Tuesday and will run through the CL final on June 3. It forms part of the beer brand’s official sponsorship strategy (THE DRUM, 2/14).