A VISIT TO THE CHAMPIONS' PLANET: Where Heineken Is Taking Nigeria Football Fans Out Of This World

When you walk inside the champions' planet for the first time, it’s easy to imagine that you’ve just arrived at a football heaven. A paradise of green lush and light from the gleaming chandeliers reflects a heavenly glory – from the glass walls that mirrors the Heineken  Champions' planet logo and a flat big screen television. Here, you can watch the UEFA champions’ league in a royal elegance amid pump and pageantry, and insightful analysis from those who has been deep in the game. Guess who might be sitting next to you? Wao! The prince of Monaco himself, Victor Ikpeba or the football maestro, Jay-Jay Okocha or any of the UEFA champions’ league emeritus; invited to relive the experience of their active playing days. And sitting close to your table, might be those super sports analysts, Hilary Anazodo and Colin Udoh of Kick-off Nigeria.  You’ll enjoy an evening of football extravaganza with some chilled glass of Heineken beer to sip all the way.

This is the Heineken way of creating affinity with Nigeria football fans. Champions' planet is more than a viewing center or a football restaurant, it’s a place of friendship and a place where you can make real connection with the football world. Heineken Champions' planet relationship marketing strategy take you miles out of this world. It’s a life time experience for any football fan in Nigeria. And if you’re planning to visit the planet this UEFA champions’ league week, don’t forget to take a good camera with you. You may have to take some photograph with some football folk, that you’ll cherish for the rest of your life.Well, Heineken Champions' planet will always leave its’ mark on you in different ways. And I will not be surprised, if you visit again and again – that’s how it should be, Heineken champions' planet can be very addictive.

Four Relationship Marketing Strategies Adopted By Heineken Champions' Planet

1.       Affinity Marketing: Heineken will make sure you have a woo experience anytime you visit the dome. And they will always want you to remember each evening with something different. No one visits the Champions' planet and go back the same way. They will surely leave their mark on you by giving you free Heineken Champions' planet branded items – T-shirt, Key holders, Car stickers… You’ll be proud to showcase your affinity with them.

2.       Frequency Marketing: The more you frequent the dome, the better your reward gets. You can win cartons of Heineken beer,Customized Jersey of your favorite football club or even the grand prize – a trip to Munich, to watch the UEFA champions’ league finals live in Germany.

3.       Co – Marketing: Heineken Champions' planet invites Nigeria international stars with UEFA champions’ league experience, to give them Emeritus award and to use them to attract other football fans to the dome. While promoting the soccer planet, Heineken is also promoting ex-internationals like Nwankwo Kanu, George Finidi, Sunday Oliseh, Emmanuel Amunike, Taribo West, and re-connecting them with football fans again.

4.       Co – Branding: You’ll always see the UEFA champions’ league logo anywhere you find Heineken products or events. While Heineken uses the UEFA champions’ league to attract customers i.e football fans to the Champions' planet, Heineken also use the soccer planet to promote UEFA champions’ league, by offering football fans a trip to Munich for the finals.

Now, if you’re not the lucky winner that will be traveling to Munich for the UEFA champions’ league finals in May, tell me where you’ll be that Wednesday night? Where else, it’s the dome, the Heineken Champions' planet in Lagos Nigeria!


1 comment:

  1. Great article and I think the Heineken planet makes for a great African case study


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