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Making Heineken the 'Star of the Match'

One year on from the beginning of a collaborative TTL campaign with Heineken, M&C Saatchi Group’s global partnership activation for Heineken across EURO 2020 is in full swing. Working together with Heineken’s planning, creative, media, digital and PR agencies the campaign includes an ATL campaign and a worldwide consumer competition. 

However, the star of the show has been the Heineken Star of the Match, awarded to the best player of every EURO 2020 game in a fully branded setting, with Heineken guests getting an up-close view of the handover. 

And players, clubs, and fan sites can't get enough of the imagery. Even Cristiano Ronaldo posted his Star of the Match photo to his 399M Instagram followers. 

The first week alone has driven massive results: 

  • 49 posts across UEFA Twitter, Instagram and Facebook
  • 31.9M total impressions
  • 1.1M total engagements
  • 9.8M views on video content
  • 3.57% engagement rate
  • 8/17 players posted their SOTM photo on their socials including Cristiano Ronaldo, to his 399M IG followers
  • 424M combined reach
  • 2.4M engagements