Heineken recently found a clever way to promote its sponsorship of the Champions League in Mexico, despite the fact that Mexicans were hampered from watching the games by being in the wrong time zone.
Most of the Champions League games played in Europe showed when people in Mexico were at work. So, the beer brand invented four new freelance jobs specifically for Mexicans, working at the Champions League games. It opened up applications in April for the four positions -- the Referee Card Color Inspector, the Football Microorganism Remover, the Bib Usability Deputy and the Anthem Button Player -- on a microsite where candidates could test their skills and suitability for the jobs by playing four different games.
After 67,000 applications, it chose 200 finalists and eventually whittled it down to four winners via interviews. The winners left their real jobs for a week and traveled to a Champions League semi-final match, where they worked prior to the game and then got to enjoy it.
The campaign, by Publicis Mexico, is similar in theme to one the brand ran in Brazil, challenging people in offices to "live" in the Champions League time zone after pranking them with a meeting with their boss.