Ear to the Ground were brought in to find new ways of using music to generate awareness beyond traditional media around two of Heineken’s biggest global partnerships: UEFA Champions League and James Bond Skyfall.
Both campaigns took place around a European launch and combined live music performances with associated endorsement deals to drive buzz. Producer Mark Ronson supported the brand and performed live at a pre and post Wembley Champions League Final event to an audience that comprised of VIPs including Prince Harry, Ronnie Wood and Mischa Barton.
We also added music to the Skyfall partnership with the introduction of a leading artist who could appeal to a credible urban audience. We negotiated an endorsement and performance deal with Professor Green, integrating him into a dynamic multi-media show that took place after an exclusive Leicester Square screening. In both cases, the headline artists were supported by a broader entertainment programme that captured the themes and value of each partnership.
Producer Mark Ronson supported the brand and performed live at a pre and post Wembley Champions League Final event to an audience that comprised of VIPs including Prince Harry, Ronnie Wood and Mischa Barton.
The partnerships drove coverage beyond normal football and film media with major features everywhere from The Daily Mail to Grazia. They both demonstrated how music can be used as a tool to generate content, unlock new fan networks and really bring a partnerships to life. For Heineken, they achieved their goal of generating PR and extending reach well beyond a traditional film and football fan base.
Heineken worked with Ear to the Ground. The music partnership helped drive awareness with a completely new network of fans helping generate more return and investment.