In a country that has many football talk shows, a UCL match could not end at the 90th minute. Therefore, thanks to an idea by Publicis Italia, Heineken created The Heineken Lounge: an amazing post-match event, never seen before. From the sixteenth-finals onwards, live on the screens of Canale 5 and during the most popular post-match football talk show, Heineken gave all fans an opportunity to ask the greatest football legends any question they wanted.
But how? Fans needed to have a green kit, distributed at Heineken pubs, or enter one of the many boxes set up at pubs throughout Italy to film their questions at the end of the match, send them and be literally teletransported to live TV. Dozens of fans found themselves alongside talented footballers such as Gattuso or Zambrotta. All their questions, whether irreverent, unconventional or even politically incorrect, were aired live, sometimes even putting the footballers on the spot.
And what was the result? No viewers were disappointed with the same old answers because, this time, the questions and curiosities came straight from the heart of the fans. It was an unprecedented success.