IRL engagement
“Second Serve Tickets” continues Heineken’s trend of engaging consumers in real life. Getting fans to revisit their old memorabilia builds an experience around the U.S. Open before it even begins.
“It’s about how we can create a true experience before, during, and after,” Payne said.
Similar campaigns include “The Pub That Refused To Die,” which told the story of 26 residents in Kilteely, Ireland, who bought their local pub to save it from closing, with Heineken supporting and training the new owners. The campaign won a Grand Prix at Cannes Lions 2026.
And last year, in Seoul, South Korea, Heineken brought neighbors together on the bright green rooftops of apartment buildings through “Rooftop Revival.” The brand embraced the local culture by building traditional Korean platforms called pyeong-sangs so the residents could gather and connect.
