Heineken gives soccer fans chance to win 'Stadium in a Box'

Brief:

Heineken is giving Twitter users a chance to win a "Stadium in a Box" customized for each Major League Soccer team. The prize packages include a real stadium seat from a fan's favorite team, stadium food and a refrigerator from Heineken 0.0, the beer brand's non-alcoholic brew, according to an announcement shared with Mobile Marketer.
To enter the contest, soccer fans must post a picture of how they celebrate their teams to the @Heineken_US account on Twitter, along with the hashtags #CheersfromHome and #Promo in the caption. The deadline to enter is Aug. 11.
Heineken also is offering hundreds of Twitters followers a chance to win a six-pack of Heineken 0.0 for Drizly delivery in Boston, Las Vegas, Los Angeles, Philadelphia, New York, San Francisco and Washington, D.C., per the contest rules.

Insight:

Heineken's contest on Twitter aims to reach soccer fans as Major League Soccer wraps up its season with the championship game on Aug. 11. The league had suspended play because of the coronavirus pandemic, and returned last month with its "MLS Is Back Tournament" that's being played in a Florida stadium without fans. Heineken's contest can help to grow its following on Twitter while identifying users of the social media app who are most likely to be dedicated customers.

Great seat. Great eats. And of course, great beer gear. #NowYouCan win the best parts of the stadium experience for your home. Tag @Heineken_US in your #CheersFromHome + #promo for a chance to win a real @MLS stadium seat. NoPurNec 21+ Rules: https://t.co/0W1UZaiIb8 pic.twitter.com/7O0gX8PEYR
— Heineken US (@Heineken_US) July 30, 2020

The beer brand is the latest to alter its sports marketing to meet a moment in which sports leagues have resumed without fans in attendance. As part of a sponsorship agreement that made Michelob Ultra the NBA's official beer, the AB InBev brand sponsored a digital experience that lets people virtually attend games.

Heineken is among the beer brands that have run promotions on social media to reach younger consumers, including those who have increased their mobile usage during the pandemic. Rival brand Busch Beer, as one example, ran a contest in June that urged social media users to buy jigsaw puzzles for a chance to win a $5,000 outdoor vacation. The brand also gave couples who were forced to change their wedding plans due to the pandemic a chance to win a year of free beer. Busch Light in May gave Twitter users a chance to see their pictures painted on a stock car sponsored by the brand as NASCAR resumed races.

Heineken this month said it's experiencing a gradual recovery from pandemic lockdowns that hurt sales in April. Since then, sales have gradually improved in countries like Mexico, its biggest market, where brewing was suspended in April and May. While sales fell as much as 40% to 50% in bars and restaurants that had been temporarily closed, Heineken's store sales showed double-digit gains, Reuters reported. The company remains cautious about the outlook because of uncertainties with the pandemic and response from government officials.