- Heineken’s 0.0 no-alcohol offering is giving tennis fans a chance to relive their past via a new promotion, “Second Serve Tickets,” that encourages them to share old tickets and memories for a chance to attend this year’s U.S. Open.
- The brand has enlisted Serena Williams – who is making her comeback at the tournament.– to be the centerpiece of the promo. To enter the sweepstakes, fans must submit a photo of a past ticket from one of Williams’ previous U.S. Open tournaments.
- The activation also includes a series of Heineken 0.0 cans inspired by the ticket designs from Williams’ six U.S. Open Championship wins. The limited-edition cans will be available for purchase at the tournament starting Monday, August 24.
The promo is an extension of Heineken’s “Fans Have More Friends” campaign, which showcases how shared passions can turn strangers into newfound friends. According to the brand, 75% of fans believe their affinity to a team has helped them meet new people.
The “Second Serve Tickets” promo asks fans to submit a photo of an old ticket stub from one of Williams’ past U.S. Open tournaments, along with a memory or story about the match or event. Some of those fans will have the opportunity to create a new memory. Those who do not have past tickets can still enter to win an opportunity to attend this year’s tournament through the brand’s website.
The campaign is launching with a brand film, created by LePub NY, that uses historic footage and new animation of Williams at the tournament to lay out the promo’s rules. The spot runs through the years of Williams’ triumphs, saying it is “reactivating” those tickets. Williams was tapped as a global brand ambassador for Heineken 0.0 earlier this year.
“Whether it’s a concert, a movie premiere, or a match at Arthur Ashe – only the biggest fans hold onto their old tickets,” said Jim Curtis, chief creative officer, LePub NY, in a statement provided to Brand Innovators. “Those tickets have remained mementos pinned to a wall or tucked safely in a drawer, until now. Heineken is reactivating them. This is a simple, yet powerful way of bringing only the most passionate fans together at this year’s US Open.”
