Heineken's LaundroMatch Turns 24-Hour Laundromats into Sports Bars
Laura McQuarrie — May 1, 2024 — Marketing
References: fabnews.live
After finding out that some football fans in Asia will wake up in the middle of the night just to watch UEFA Champions League games live, Heineken teamed up with LePub Singapore for the LaundroMatch campaign.
Since most bars in South Korea are closed at the time live matches are happening, and diehard fans don't want to disturb others in their household with their excitement, Heineken and LePub Singapore partnered with WashEnjoy—one of South Korea’s largest laundromat franchises—to turn 24-hour laundromats into 24-hour sports bars. For a limited time, fans can scan QR codes at WashEnjoy laundromats nationwide to access a complimentary 30-day SPOTV subscription from the only UEFA Champions League broadcaster in South Korea.
Heineken launched its global Cheers To The Real Hardcore Fans campaign in February 2024 and with LaundroMatch, the brand is bringing its platform to Asia.
Since most bars in South Korea are closed at the time live matches are happening, and diehard fans don't want to disturb others in their household with their excitement, Heineken and LePub Singapore partnered with WashEnjoy—one of South Korea’s largest laundromat franchises—to turn 24-hour laundromats into 24-hour sports bars. For a limited time, fans can scan QR codes at WashEnjoy laundromats nationwide to access a complimentary 30-day SPOTV subscription from the only UEFA Champions League broadcaster in South Korea.
Heineken launched its global Cheers To The Real Hardcore Fans campaign in February 2024 and with LaundroMatch, the brand is bringing its platform to Asia.
Trend Themes
1. Laundromat-sports Bar Fusion - The convergence of laundromats and sports bars creates a unique entertainment experience for fans.
2. QR Code Activation for Experiential Marketing - Utilizing QR codes for accessing exclusive subscriptions highlights a growing trend in experiential marketing strategies.
3. Global Sports Fan Engagement Initiatives - Heineken's Cheers To The Real Hardcore Fans campaign demonstrates the expansion of global brands in targeting sports enthusiasts.
Industry Implications
1. Hospitality - The hospitality industry can explore transforming spaces to cater to diverse customer interests like sports fans.
2. Marketing and Advertising - Innovative marketing and advertising approaches incorporating QR code activations present new avenues for customer engagement.
3. Beverage and Alcohol - Companies in the beverage and alcohol industry can enhance brand loyalty by integrating sports-related experiences into their campaigns.
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