‘Keep it Legendary‘ from Heineken is a set of digital tools that aim to preserve the excitement of UEFA Champions League soccer games for US fans. Due to the time difference with Europe, most are at work while they are taking place and their game-viewing experience is often spoiled by online updates.
The tools, accessed through a dedicated tab on Heineken’s Facebook page, create a spoiler-free web-browsing experience and allow fans to plan where they are going to watch the games. Clicking on the start button lets them download the Fever Keeper, a browser add-on that blocks all online information related to the Champions League so they don’t find out who has won or who scored a goal, and the Venue Locator, an online planning tool that helps them find locations where the games can be watched after work or plan their own event and invite their friends. Daniel Mandelbaum, brand director at Heineken, said:
At Heineken, we understand the passion behind every soccer enthusiast; that’s why it was important for us to develop a unique way to preserve excitement around the beautiful game they love until the evening.