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Heineken Champions Planet Heineken Champions Planet Heineken Champions Planet Heineken Champions Planet

On 20, Mar 2013 | No Comments | In | By Philia Beroud

Heineken Champions Planet

The campaign was created to involve as many fans of the UEFA Champions League as possible in the world’s largest ever passing game. We made the football the Olympic flame of the Champions League.

To do this we sent a green Champions Planet football that was seen in the Heineken UEFA Commercials on an unique journey through Eurpope. This journey was the road to the final taken literally. A real green ball was placed in Istanbul, and had to be kicked forward by thousands of football fans to arrive in time for the Champions League final in Paris.

The invitation to the consumer was be part of the world’s largest passing match and win tickets to the final.

Unique footage of the kicks was put on the website, effectively creating a human chain of people on the online map of Europe, of all who had participated in the journey. Activating not only offline, but also inviting consumers online to join the match, by giving them the challenge to predicting the next day’s position of the Champions Planet ball on the map to win tickets.


Internet, PR, Tv, guerrilla, In-store, premium


28.500 mensen ‘kicked-it forward’ (EU)
23.500 km in 80 days
Passed hundreds of cities in Europa
Ball was a successful sales premium
Record: the largest ever passing game Europe

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