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# Sports Star Chat Campaigns
Heineken Invited Fans to Virtually Share the Sofa with a UEFA Champion

By Laura McQuarrie | Published 2014-05-26 | Marketing
Source: Trend Hunter, https://www.trendhunter.com/trends/share-the-sofa
References: [creativecriminals](http://creativecriminals.com/heineken/share-the-sofa) & [heineken](http://www.heineken.com/ca/ucl/landing.aspx)

All throughout the 'Share the Sofa' campaign, [Heineken](https://www.trendhunter.com/trends/laundromatch) invited football fans to share in the experience of [UEFA](https://www.trendhunter.com/trends/soccer-mascot) Champions League right alongside their favorite players, via social media.

It's not often that you get to rub shoulders with a professional sports player, but with #ShareTheSofa, excited football fans virtually got this chance. Fans reach out and tweet their favorite (and sometimes not so favorite) players all the time, but the chances of actually getting a response are pretty slim, considering the numbers of other fans who are also doing the same. From couches around the world, fans were invited to tweet questions to ex-football players be answered by one of the champions.

With [Real Madrid](https://www.trendhunter.com/trends/virtual-platform) winning the UEFA Champions League, the Share the Sofa campaign has just concluded.

## Trend Insights (Trend Hunter)

- Score: 5.3/10
- Popularity: 56% | Activity: 95% | Freshness: 8%
- Audience gender: 50% men, 50% women
- Primary generations: Millennial
- Top markets: Europe

## Categories

[Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive)

## Key Themes

### Why This Trend Is Growing

- **Virtual Fan Interaction:** Businesses can create interactive campaigns that connect fans with their favorite athletes through social media.
- **Social Media Integration:** Innovative industries can integrate social media into their marketing campaigns as a means to engage with customers in real-time.
- **Branded Content Partnerships:** Companies can collaborate with sports teams and athletes to create branded content partnerships that promote their brand through endorsement deals.

### Industries Being Reshaped

- **Sports & Entertainment:** The sports industry can leverage social media to create interactive campaigns that bring fans closer to the action in a way that was once impossible.
- **Alcohol & Beverage:** Brands in the alcohol and beverage industry can create partnerships with sports teams and athletes to promote their products through branded content in social media campaigns.
- **Marketing & Advertising:** Agencies specializing in marketing and advertising can help clients develop engaging social media campaigns that foster fan interaction with their brands to create more personalized experiences.

## Related on Trend Hunter

- [Football Challenge Campaigns](https://www.trendhunter.com/trends/beat-the-icon.md)
- [Superstitious Fan-Inspired Campaigns](https://www.trendhunter.com/trends/the-twelve-pins.md)
- [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md)
- [Football-Focused Sofa Campaigns](https://www.trendhunter.com/trends/refresh-the-game-campaign.md)
- [Branded Pub Crawls](https://www.trendhunter.com/trends/no-lays-no-game.md)
- [Soccer-Focused Tech Campaigns](https://www.trendhunter.com/trends/own-the-moment.md)
- [Footballer-Backed Global Campaigns](https://www.trendhunter.com/trends/pepsi-1.md)
- [Immersive Soccer Fan Platforms](https://www.trendhunter.com/trends/virtual-platform.md)
- [Interactive Soccer-Themed Brand Activations](https://www.trendhunter.com/trends/henkel-house.md)