Heineken’s popular “Get in the Game” app, which has picked up a number of awards, has unveiled the latest twist to the campaign by revealing that hidden within the hugely successful Heineken Cup TV advert, The Kick, which follows a rugby ball around the streets of a southern French town, are a number of references to Heineken Cup teams. Now, if fans find them, they can win prizes – including a trip to the 2014 Heineken Cup final in Cardiff!
To help people discover the hidden references, Heineken has created a new interactive game called ‘Heineken Deeper’. Fans can play ‘Heineken Deeper’ by downloading the Get in the Game app from the iTunes App Store or Google Play. Alternatively fans can Shazam the popular music accompanying the TV ad when watching the advert online or on television.
When creating ‘The Kick’ TV ad, which was created by Rotcho and launched in 2013, Heineken included “deeper” Heineken Cup team references that now, one year on, are surfacing as the central component for this innovative new game. In what is an unusual twist to the campaign Heineken has been sitting on this information for over a year and most eagle-eyed fans would not have spotted all the hidden references first-time around.
According to Karl Donnelly, senior sponsorshp manager with Heineken Ireland, “When creating our TV ad, we wanted to include intrigue which could live across two seasons of the Heineken Cup. Heineken rugby fans are interested in technology and gaming and this simple but slick game encourages fans to look deeper and have some fun discovering another layer to the Heineken Cup. We love rewarding fans in this way, helping to bring the competition to life in unexpected and challenging ways.”