DDB and Tribal Worldwide Amsterdam have an interesting social campaign brewing for the beermeisters at Heineken.
Entitled “Share the Sofa,” the campaign invites fans to join star UEFA Champions League players on Twitter for a chat during select games. Players involved include Ruud Gullit, Ruud van Nistelrooy, Owen Hargreaves, Hernan Crespo and Fernando Morientes. Owen Hargreaves was featured recently, with his “Share the Sofa” generating 2,600 tweets and 55.6 million social impressions. Dutch star Patrick Kluivert was the most recent player to be featured, during Tuesday’s Manchester City Vs. Barcelona match.
Fans questions need not be about sports, but can range from “What’s your favorite sandwich?” to just about anything. While it’s easy to be cynical about the overcrowded social media marketing space, this seems like a fun initiative offering fans real insights into their favorite players (even if it’s just their favorite sandwich) with a unique opportunity to ask them just about anything. The initiative makes good sense for Heineken as well, offering a large part of their fan base (those looking for watery beer to guzzle during matches) a unique second screen experience they’ll associate with the brand.