A Fresh Take

Heineken

Heineken House

Heineken’s long-standing sponsorship of the US Open needed a refresh. We saw an opportunity - instead of competing with the crowd of conservative luxury brands, our strategy was to create a fresh and fun experience for millennial fans, a group more likely to reach for a beer glass than a champagne flute.



776M Earned Media Impressions in 2014
4M+ Social Media Impressions
67% 2013 Attendance EXCEEDED
Heineken’s Goal By
30% Growth in Attendance from 2013 - 2014, Resulting in 26K+ Visitor
87 Lost Tennis Balls