During the Olympic and Paralympic Games, Heineken will brand all the digital and ambient media panels in Charring Cross and Liverpool Street Stations.
The digital panels will be updated several times a day with relevant information, including the medal tables. Consumers will also be able to take photos of how they’re celebrating the Games, upload them to the Heineken Flickr stream and they might end up on the screens.
Louise Dennett, brand manager at Heineken, said the aim is to achieve cut through in a very busy period. "Our approach is to make a statement, give the consumer a memorable experience and do it the Heineken way - it will sing Heineken," she said.
To read our full interview with Dennett on Heineken’s plans for the Olympics, don’t miss the Jul/Aug issue of Event by