Target Internet uploaded a case study analysing the ‘Share the Sofa’ campaign undertaken by Heineken. Below is a snapshot of their analysis of the successful marketing campaign.
The campaign was made up of hundreds of video clips which was broadcasted on the social media site, Twitter. The broadcasted videos were done live as the football matches went on. The clips consisted of football celebrities giving a little commentary, sharing their opinions on the match from their sofas.
‘The campaign generated over 1.2 Billion content views and gave Heineken a 79% share of all conversations in relation to the Champions League sponsorship online. It also led to a 7% increase in purchase intent in the target audience.’
To view the original article, click here.