What’s critical to both a great-tasting Heineken and the US Open?
The Perfect Serve
An Iconic Partnership
As a part of our #NowYouCan platform, we gave New Yorkers a chance to return The Perfect Serve from legends Andy Roddick and Lindsey Davenport—with alcohol-free Heineken 0.0 as the second serve.
On-Court Action to NYC Streets
In the past New Yorkers could only experience the US Open in Flushing Meadows or on TV. This year, we brought the on-court action to the streets of New York with our friends Andy Roddick and Lindsey Davenport—and some US Open tickets to giveaway. There was only one catch: You had to return one of their blistering serves. And what happened on our courts came to life integrated idea came to life across the city—and online.
An Even Better Return
By bringing one of the sporting world’s most iconic events with an integrated idea, The Perfect Serve platform synergized celebrity partnership, experiential, sampling, paid and organic social and media buzz to deliver an ace. The Perfect Serve outperformed KPIs by 7X.