Heineken’s biggest ever UK off trade promotion, planned and implemented by Steam UK, was a perfect match for UEFA Champions League fans, receiving over 140,000 entries in just 5 weeks and achieving fantastic sales results.

The premium lager marked its partnership with the UEFA Champions League by exciting the nation and major grocery retailers with a text to win competition, giving shoppers the chance to win exclusive prizes every 90 minutes.

The activity was promoted using POS displays including posters, shelf barkers, merchandising units and select retailer 6 sheet sites, plus retailer magazine adverts.

Everyday, over the 5 weeks promotional period, 20 lucky Heineken fans who had texted the last four digits of the barcode from any Heineken pack won an exclusive prize. These included 40” Plasma HD LCD TVs, home entertainment systems, UEFA Champions League branded fridge stocked with Heineken, plus other exclusive prizes.

One consumer was noted as saying “Good beer, good mates and watching your team play in Europe = a good night in” (promotionsandincentives.co.uk), and based on the number of entries this view was mirrored by many others, clearly motivated to win the exclusive Heineken prizes that enhance the at home football viewing experience.