Heineken® Transforms UEFA Champions League Viewing with the Heineken® Social Screen

Revolutionizing the Football Viewing Experience

Heineken® has revolutionized the football viewing experience with an innovative activation aimed at enhancing social connections among fans.

A Game-Changing UEFA Champions League Activation

In a dynamic and high-profile event that redefined the UEFA Champions League experience, Heineken® unveiled the Heineken® Social Screen – an unprecedented, expandable screen wall created by seamlessly connecting multiple mobile devices.

Held at Hyde Park Corner, this cutting-edge activation transformed solitary screen time into a vibrant social experience, bringing together football fans in an unforgettable and immersive way.

Unifying Football Fans Through Technology

The event was a celebration powered by innovation, community, and an undeniable passion for the sport. At its heart, the campaign was all about connections – uniting fans with their love for football, bringing people together, and leveraging cutting-edge technology to elevate the match-watching experience to new heights.

Turning Solo Viewing into a Shared Experience

Millions of South Africans watch UEFA Champions League matches alone on their mobile phones. Heineken® sought to change the narrative.

The Heineken® Social Screen experience allowed fans to combine their devices. This formed a massive, synchronized screen display that turned isolated viewing into a vibrant, communal event.

“Ironically, tech has the power to disconnect us more than ever. But with this idea, we’re using tech against itself by bringing audiences together in the most unique way possible.”
— Graeme Jenner, Executive Creative Director at LePub.

How the Heineken® Social Screen Works

Participants were invited to disable mobile data and scan a large QR code near the Social Screen to join the experience.

Step-by-Step Process:

• Once connected via Wi-Fi, the Social Screen’s Captive Portal automatically opened.
• Users selected an available slot, rotated their phones horizontally, and the match stream began seamlessly.
• Developed in collaboration with LeGarage, LePub’s tech and innovation collective, the Social Screen featured custom-built technology that split DSTV Stream’s signal in real-time.
• The system dynamically adjusted to the number of connected devices, ensuring a smooth experience for all.

A Bold Step in Football Fandom

The Heineken® Social Screen aligns with Heineken’s commitment to celebrating modern football fandom and challenging traditional viewing norms.

Bringing together hundreds of UEFA Champions League fans, the Social Screen activation transformed individual device screens into a shared, larger-than-life social spectacle.

“We’re thrilled to have brought this innovative experience to South African football fans,”
— Warrick Wyngaard, Marketing Communication Manager at Heineken South Africa.

“Our Heineken Social Screen is testament to our commitment to creating unique and memorable experiences for our consumers. It was a moment – and a fixture – to remember. Football is a community, and we are planning even more experiences where fans can socialise and share their love for the game.”

Key Features of the Heineken® Social Screen Wall

• Expandable screen technology synchronized across multiple mobile devices.
• Complimentary data streaming and phone charging, ensuring uninterrupted viewing.
• Seamless device integration, regardless of phone make or model.
• Real-time screen expansion, dynamically adapting to hundreds of connected devices.

This pioneering initiative is part of Heineken’s broader mission to bring fans closer together – one shared screen (or beer) at a time.