Heineken aimed to connect with Mexican Hispanic Millennials in Houston by leveraging their UEFA Champions League sponsorship through an unforgettable brand activation.
The Heineken Champions Express offered 2,000 soccer enthusiasts an epic, immersive viewing experience by transforming a vacant warehouse into a European-style train journey. This unique event in phases: the Station, the Train, the Destination, and the Celebration.
Guests were welcomed into a meticulously crafted train station, complete with ticketing services and departure platforms, replicating an authentic European rail experience. Staging Solutions brought the vision to life by constructing a fully functional train using AV technology and practical scenic elements. The train’s interiors featured sensory effects, such as vibrating floors and simulated movement on LCD screens, creating a true-to-life rail journey.
Upon arrival, attendees found themselves at a recreated soccer pitch, where they enjoyed the UEFA Champions League finals between Madrid and Barcelona. The celebration continued with upscale culinary offerings by Monica Pope, local DJ Bombom’s beats, and captivating performances by fútbol trick artists, making this a truly one-of-a-kind watch party.
The Heineken Champions Express successfully engaged Houston’s soccer community, offering a unique, branded experience that resonated deeply with the target audience. This activation not only heightened brand awareness but also delivered an unforgettable, immersive journey that stood out in the realm of experiential marketing.
