Why Heineken Put This Ridiculously Long Hashtag on Hundreds of Billboards in Milan

Key ingredient in a special contest

Here's a fun if punishing way to get people to think about the ingredients in your beer.

Heineken, the official beer of the UEFA Champions League, with help from Publicis Italy, put up hundreds of outdoor ads around Milan recently featuring a gargantuan 100-character hashtag (that's the most allowed by Twitter). People were encouraged to share the hashtag in social for a chance to win tickets for the UCL Final.

So, what does the hashtag say? Roughly it translates to:


The campaign, called "The Final Hashtag," is a bit of a cheesy way to force people to tweet your brand message. But as the agency says, it's a decently memorable way for the brand to "quickly talk about its credentials while reinforcing its image as the main sponsor of the UEFA Champions League." 

Client: Heineken
Agency: Publicis Milan, Italy
Executive Creative Director, Western Europe, CEO: Bruno Bertelli
Executive Creative Director, Italy: Cristiana Boccassini
Executive Creative Directors, Milan: Luca Cinquepalmi, Marco Venturelli
Associate Creative Director: Alessandro Candito
Art Director: Andrea Raia
Copywriter: Matteo Gatto
Strategic Planner: James Moore
Account Team: Lorenza Montorfano, Maria Elena Gaglianese, Veronica Stellato
Photographer: Michele Gastl
Post Production: Studio Ros