THE CHAMPIONS THEORY
Passion and science are not as far away as we thought. Heineken, as the proud sponsor of the UEFA Champions League, presents The Champions Theory, the key to preparing the perfect football match.
A campaign to give a scientific approach to the attitudes, behaviors, emotions, and rituals that football fans often do when preparing to enjoy a football match.
The campaign
Heineken creates various Champions Theories based on football insights to share with the fans on a night of Champions Match.
THE LAW OF IMPULSE
Euphoria on a game day increases the speed with which you get out of bed.
THE LAW OF VARIABLE COLOR BLINDNESS
Football fans always see yellow cards as red.
WAVE TRANSFORMATION THEOREM
An individual transforms his state of mind due to the transformation of the waves.
BODY ATTRACTION THEORY
Two independent bodies are drawn by the same emotion of euphoria.
THE NUMBEr TWELVE THEOREM
The strength with which football fans cheer on their football team increases the probability of winning the game.
THE LAW OF CONTINUOS
If your team wins the game, the celebration increases exponentially, so more Heineken is needed.
THE COMBO LAW
The perfect formula for a perfect Champions night game is = the best football + friends + a cold Heineken.
THE GOAL OF GOAL SCORE ANTICIPATION
A goal celebration is generated by 100 nanoseconds before it occurs.
THE CAPTAIN THEORY
The perfect host will become the captain of his guest team.
In this way, through the videos, Heineken fosters passion and football conversations taking advantage of the key moments of the game.
Since all football fans have their own Champions Theory, Heineken shared them through his social media channels, reaching more than 6,600 shared theories.
INFLUENCERS
To take the theories further. Heineken created an expert-based influence strategy. A team made up of a science journalist who leads a team of celebrities.
América Valenzuela ( Scientific journalist, television and radio presenter).
CELEBRITIES
During the campaign, a group of celebrities was used as a case study to test the theories and spread them through their social media channels.
Julio Maldonado “Maldini” (Sport journalist and football analyst, Matías Prats Jr. (Sport Journalist), Lara Álvarez (TV presenter and sport journalist), David Guapo (Comedian).
THE EVENT
To announce the campaign, Heineken created a media event at the Madrid University of Statistical Sciences. Our ambassadors voiced and tested theories in front of the media.