These clever Heineken ads show off the quality of the carefully selected ingredients that go into the beer and at the same time, promote the product as the official beer as the UEFA Champions League.
It's by no means odd for a brand to use a hashtag to promote a product, but this one from Heineken goes beyond using just a few memorable words. Instead, the beer brand lists the entirety of its ingredients and processes and in doing so, reaches the 100-character limit Twitter has in place.
People who see the long hashtag are encouraged to share it for a chance to win tickets for the UFL final. Stunts like this where consumers have to "prove themselves" to a brand have become popular, especially if a significant amount of effort is required.