It was a night of jubilation as soccer fans celebrated while Barcelona FC dominated Benfica. This gathering took place around a screen made from cell phones. Research has shown that millions of people watch UEFA matches on their mobile devices. This insight prompted Heineken to set up a large screen at Hyde Park Corner, bringing the exciting experience to sports enthusiasts.

The Social Screen is a unique innovation in South Africa. The heart of this experience is to drive consumer connections and unite football fans. With the screams echoing through the mall, Heineken successfully achieved their goal.

Speaking to Warrick Wyngaard Heineken® Marketing Communication Manager, “ The social screen will unfortunately not be rolled out through the country, however, there are multiple legs to the campaign that will continue to bring the sports lovers together, as it’s in the brand’s ethos. With Formula 1 also being the most spoken-about sport, at this point, we are currently focusing on UEFA”

The social event featured former Bafana Bafana legend and current football analyst Teko Modise. Discussing the role of technology in football, Modise shared his thoughts on the Video Assisted Referee (VAR). He stated, “While VAR is a great innovation, we would have missed out on iconic moments like the ‘Hand of God’ goal by Maradona. In Africa, there are ongoing challenges with officiating, and VAR could help clarify and improve decision-making on the field.”

It is often said that technology is contributing to the rise of anti-social behavior. However, Heineken stands out as an innovative brand. With products like Heineken Silver and initiatives like Heineken House, the brand has effectively utilized technology to promote social interaction through a concept called the “social screen,” which is created using mobile devices. I hope we will have the opportunity to experience other sports events in the future, such as the last Formula 1 race, which typically takes place in Abu Dhabi.