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:

#WaterBarleyHopsAndHorizontal
FermentationAreTheSecretsOf
HeinekenSince1873TweetItRight
ToWinTheUCLFinal

The campaign, called "The Final Hashtag," is a bit of a cheesy way to force people to tweet your brand message.

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