The appeal to nostalgia is one of the oldest plays in the advertising handbook, but Heineken is taking the premise rather literally.
The Dutch brewer, which has made Serena Williams the global ambassador for its non-alcoholic Heineken 0.0, is running a promotion called "Second Serve Tickets" that asks fans to submit photographs of ticket stubs from Ms. Williams's past matches. Those who can produce the memorabilia, along with a personal anecdote, will be entered for a chance to attend this year's United States Open at Arthur Ashe Stadium in Flushing, Queens.
The campaign, created by LePub NY, Heineken's creative agency of record, includes a new advertisement that weaves archival footage of Ms. Williams with animation drawn from artwork used in past tournament programs. The promotion is part of a larger effort called "Fans Have More Friends," which the company says is inspired by research suggesting that devoted fans of various pursuits tend to have richer social lives. (What, you were expecting the research to say they have fewer friends?)
Winners will receive access to the Heineken Suite, where they can meet fellow enthusiasts while sampling the company's beers — both the alcoholic and the zero-proof varieties.
"Social connection is the real heart of our position," said Alison Payne, the chief marketing officer of Heineken USA. "Heineken is all about a refreshing social life — and a social life is best done in real life."
Ms. Williams, who has been transparent about her health choices, signed a multiyear deal with the brand earlier this year. After a four-year hiatus from competitive tennis, she returned to the court in June, playing doubles at the HSBC Championships and the Berlin Open before competing in singles at Wimbledon.
To mark her return to Flushing Meadows in August, Heineken will release limited-edition Heineken 0.0 cans featuring artwork inspired by the original ticket designs from each of Ms. Williams's six United States Open victories.
Somewhere, presumably, the ticket stubs are waiting.
Original story published in adweek.com: "Heineken Will Reward Serena Williams' Superfans With a Trip to the US Open"