Heineken® UCL 2025
From bottle cap to Champions League dreams — all on WhatsApp
The Challenge
Heineken® wanted to create something bigger than just a promotion: turn every Heineken® purchase into a ticket to the world's most prestigious football event — the UEFA Champions League Final in Germany. The challenge was bringing the UCL magic straight to fans' phones through a frictionless, richly rewarding WhatsApp experience.
Ultimate Prize Appeal
Create excitement around the Champions League Final trip to Germany
Frictionless Experience
Design a user-friendly WhatsApp bot that makes participation effortless
National Reach
Deliver a campaign that engages South African football fans at scale
Our Solution
Consumers bought any participating Heineken® product, found their unique code under the cap or on a scratch card, and simply scanned a QR code or dialled a USSD string to connect on WhatsApp. The bot guided them through age verification, opt-in, data capture, and code validation for a chance to win instant prizes and the ultimate trip to Germany.
Dual Onboarding
QR code scanning and USSD options ensured accessibility, with 80% choosing QR for convenience
Instant Rewards
Over 16,000 DStv Stream vouchers with 60-day viewing passes plus 1 GB data for fans
Viewing Parties
Exclusive Heineken® House Viewing Party tickets in Gauteng created local experiences with global flair
How it Worked
Purchase & Find Code
Buy participating Heineken® product and find unique code under cap or scratch card
Connect on WhatsApp
Scan QR code or dial USSD string to connect with the campaign bot
Verification Flow
Complete age verification, opt-in consent, and data capture process
Enter & Win
Validate code and enter for instant prizes and Champions League trip
Results Worth Celebrating
The campaign delivered impressive results across all key metrics, surpassing targets and creating meaningful fan engagement.
Engagement Excellence
Super Fan Mechanic
Consumers could show loyalty by submitting photos, videos, or voice notes for extra chances to win the trip to Germany.
"A Winning Formula for Fan Engagement: By blending retail purchases with instant digital gratification, Heineken® turned buying a beer into a chance to win big — and strengthened its bond with South African football fans in the process. With easy onboarding, smart prize delivery and real-time support, the WhatsApp bot delivered a world-class promotion worthy of the Champions League itself."
Technology Behind Success
Advanced WhatsApp API integration with real-time code validation and comprehensive reporting systems.
WhatsApp Business API
Custom bot development for automated user flows and prize management
Dual Onboarding System
QR code and USSD integration ensuring universal accessibility
Real-time Code Validation
Backend integration with multiple Heineken® product databases
Prize Distribution Engine
Automated instant reward delivery and draw entry management
Data Analytics Dashboard
Real-time insights on consumer behaviour and regional engagement
Mobile Optimisation
Seamless experience across all mobile devices and networks
Ready to Create Impact?
Let's build something amazing together that drives real results for your brand.