Heineken Unleashes Hein.IA, the Ultimate Fan Companion: Heineken, the proud sponsor of the UEFA Champions League, has collaborated with Digitas Peru to create Hein.IA, an intelligent device that...
, a clever combination of Heineken’s brand name and the abbreviation for artificial intelligence , was initially introduced through a carefully orchestrated campaign led by Heineken and featured endorsements from technology and soccer experts in Peru. These influential figures, who also happen to be influencers themselves, claimed to be testing the “device” and successfully generated excitement among the public and various sports media outlets.
“The campaign aims to create equal opportunities for everyone to engage in conversations and enjoy soccer. Through global brand research, we discovered that two out of every three women still feel sidelined when they demonstrate their knowledge and passion for the sport. Our goal was to prove that anyone can be a true fan, and what better way to do it than with the only artificial intelligence driven by the real passion of genuine supporters.
“With the collaboration of all the participants, the campaign was designed to create a space for reflection and to promote and boost female participation in soccer, within a context of enduring prejudices.
In this manner, Hein.IA successfully promoted and encouraged female participation in soccer, engaging in discussions about potential match outcomes before the final and reigniting the passion of fans for the sport. This groundbreaking collaboration between
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