Heineken® Launches "Road to the Final" Television Campaign to Support UEFA Champions League Program

  Heineken® Launches "Road to the Final" Television Campaign to Support UEFA
                           Champions League Program

PR Newswire

NEW YORK, April 2, 2013

NEW YORK, April 2, 2013 /PRNewswire/ -- As some of the best soccer teams in
the world battle it out in the Quarterfinals of the UEFA Champions League,
Heineken® has unveiled the latest element of its "Road to the Final" campaign
with the launch of a new television ad campaign. The ad demonstrates how, with
imagination and resourcefulness, one man is able to witness club soccer's most
prestigious event – the Final itself.

Premiering around the world today, the spot is the latest element of the
Heineken's global integrated "Road to The Final" campaign as it celebrates its
seventh consecutive year sponsoring the UEFA Champions League.

The ad features one lucky fan, who receives a ticket to the UEFA Champions
League Final. The only problem is, he's on the other side of the world and
faces a race against the clock to get to the match. Through a combination of
ingenuity, vision and creativity he manages to overcome every obstacle put in
his way – to be rewarded with the ultimate soccer experience – a pitch side
seat at Wembley, arriving just before kick-off. The full ad is available on
YouTube – http://youtu.be/c9paI3n9-Q0.

To kick-off the "Road to the Final" campaign, Heineken® launched the "Heineken
Champions" Facebook and mobile app, which offers U.S. fans a chance to win an
epic viewing party in their city and enjoy a premium experience like only
Heineken can deliver.

Fans over 21 years of age can vote until April 15 by taking a photo of
themselves enjoying an UCL match, uploading it to the Facebook tab or mobile
app, and tagging their location. Every photo uploaded scores a point for their

"We're delighted to launch the 'Road to The Final' television commercial,
celebrating the resourceful and quick-witted men of the world who will stop at
nothing from experiencing the UEFA Champions League Final," said Colin
Westcott-Pitt, Vice President,Heineken. "We look forward to watching the
Final with a cold Heineken and our consumers at the epic viewing party."

Heineken's Facebook fans can also play a pinball game featuring elements of
the commercial. Players can compete against each other – and Heineken
ambassadors including Clarence Seedorf – to earn bragging rights and UEFA
Champions League prizes. For the Semi-Finals, eager fans will have the chance
to engage with Seedorf through Twitter – with the most resourceful receiving
prizes for their imaginative responses to Heineken's task.

The Heineken Champions app is available to consumers on Heineken's Facebook
page (www.Facebook.com/Heineken) and in the Apple store or Google Play for
consumers to vote until April 15.

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary
of Heineken International BV, the world's most international brewer. European
brands imported into the U.S. include Heineken Lager, the world's most
international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale,
and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate
portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe
ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from
your smartphone at taximagic.heineken.com.

Heineken - UEFA Champions League Sponsorship
The core focus of Heineken's activation of the sponsorship is to bring fans
around the world high quality UEFA Champions League experiences. The UEFA
Champions League is the most prestigious club platform for international
football stars and their clubs. With over 150 million TV viewers watching live
coverage of the UEFA Champions League in 220 countries and territories every
match week, this premier-sporting event has become global and fits perfectly
with the Heineken brand, which is enjoyed in almost every country in the

Road to the Final TVC:
The 'Road to the Final' campaign was created by advertising agency Wieden +
Kennedy Amsterdam. The film was directed by Frederic Bond, who also directed
the first two Heineken films - 'The Date' and 'The Entrance'.


Website: http://www.heinekenusa.com
Contact: Adam Feigen, Heineken USA, afeigen@heinekenusa.com, 914-681-4138
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