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Heineken Champion The Match

Duma Collective / Heineken Champion The Match

The Strategy

Heineken South Africa had launched a match viewing experience for some of its loyal consumers and football supporters. The aim of the campaign was to create conversation around the events and the match fixtures, as well as to encourage the fans to share their own experiences with the brand.


The purpose of the events was to give the crowd an experience they would always remember. This included; live performances, interactive games with friends. The headline act was AKA who is a lover of football, so were able to bring football, music lovers to have a night to enjoy.

Duma Collectives was hired to provide social media & influencers, guest list management services, celebrity invites and to ensure the attendance of 2 000 people.

For the social media campaign, a team of influencer was gathered to generate conversation on social media. The team of influencers was then invited to the events to further ensure the amplification of their Heineken experience on social media, alongside building up excitement and hype for the final event of the three, which was an invite only affair with a few celebrities in attendance.


June 3, 2017


Social Media & Influencers