Connect
#505

Heineken adds music to connect


Challenge

Heineken have consistently invested in global entertainment and sports properties. They are always looking to find new ways to bring their sponsorships to life to engage fans, increase media exposure and drive awareness. Ear to the Ground were brought in with PR agency Pitch  to make two of their biggest partnerships work harder and help justify the investment; UEFA Champions League and James Bond Skyfall.

CONNECT

Both campaigns took place around a UK launch and added live music performances with associated endorsements deals to drive buzz around launch. Producer Mark Ronson endorsed the brand and performed live at a pre and post event Wembley Champions League Final to an audience that comprised of VIPs including Prince Harry, Ronnie Wood and Mischa Barton.

We also added music to the Skyfall partnership with the introduction of a leading artist who could appeal to a credible urban audience. We negotiated an endorsement and performance deal with Professor Green integrating him into a dynamic multi-media show that took place after an exclusive Leicester Square screening. In both cases the headline artists were supported by a broader entertainment programme that captured the themes and value of each partnership.

Results

More and more brands are approaching Ear to the Ground to see how they can use music as a tool to generate content, unlock new fan networks and really bring partnerships to life.  For Heineken they achieved their goal of generating PR and extending reach well beyond a traditional film and football fanbase.


More and more brands are approaching Ear to the Ground to see how they can use music as a tool to generate content, unlock new fan networks and really bring partnerships to life