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This year, the UEFA Champions League Final will be held in Milan. So, during the second half of May, Heineken uses the most discussed topic on social networks to talk about something people may not know: its own product qualities. Heineken does so by creating The Final Hashtag: a contest that lets people win the tickets for the Final match.

To enter the contest, all you have to do is to tweet to @Heineken_IT the hashtag that showed up on hundreds of outdoor ads created by Publicis Italy and placed all over Milan. By doing this, people will spread both the Heineken product qualities and the instructions to enter the contest itself: these informations have been condensed in one hundred characters, the maximum limit allowed by Twitter. Just by seeing the tweet on their feed, users will receive the message and immediately understand how to enter the contest.

The hashtag is:
#AcquaMaltoLuppoloeFermentazioneOrizzontaleDa143AnniIlSegretoHeinekenTwittaloGiustoeVinciLaFinaleUCL

The english translation of the hashtag is: #WaterBarleyHopsAndHorizontalFermentationAreTheSecretsOfHeinekenSince1873TweetItRightToWinTheUCLfinal

This way, The Final Hashtag allows Heineken to quickly talk about its credentials while reinforcing its image as the main sponsor of the UEFA Champions League.

The art director Andrea Raia and the copywriter Matteo Gatto worked on The Final Hashtag, with the supervision of the Associate Creative Director Alessandro Candito and Executive Creative Directors Luca Cinquepalmi and Marco Venturelli.