Heineken LaundroMatch: Turning Laundromats into 24-Hour Sports Bars
Heineken® and LePub Singapore have come up with a creative solution for South Korea’s most dedicated football fans. Inspired by the fact that Asia is home to some of the world’s most passionate football enthusiasts, Heineken® is transforming 24-hour laundromats into all-night sports bars. This innovative campaign, called ‘LaundroMatch,’ allows fans to gather and watch UEFA Champions League matches together, even in the early hours of the morning when regular bars are closed.
The Inspiration Behind LaundroMatch
In South Korea, many football fans are so committed that they wake up at 3 or 4 AM to catch live UEFA Champions League games. However, finding a place to watch these matches with friends can be challenging since most bars are closed at that time. Watching the games at home might not be ideal either, especially for those who want to cheer on their teams loudly with fellow fans.
Transforming Laundromats into Sports Bars
To address this issue, Heineken® partnered with WashEnjoy, one of South Korea’s largest laundromat franchises, and LePub Singapore to create LaundroMatch. This initiative converts 24-hour laundromats into 24-hour sports bars, offering a place for hardcore fans to enjoy the matches together. The campaign kicked off on April 10th at 3 AM with two events in Seoul, drawing crowds of enthusiastic supporters.
How LaundroMatch Works
From April to June, fans can scan QR codes found at WashEnjoy laundromats across South Korea to access complimentary 30-day SPOTV subscriptions. SPOTV is the exclusive broadcaster of the UEFA Champions League in South Korea, allowing fans to watch quarter and semi-final matches at their nearest Heineken® LaundroMatch location.
Access to these live streams is time-sensitive, available only during match times. By scanning the QR code on the washing machines, fans are directed to a specially designed landing page where they can watch the games for free. The website’s design mimics a washing machine, with the logo at the detergent pocket, the menu where the buttons are, and a message rotating inside the round door.
Supporting Real Hardcore Fans
Heineken® has been a long-time sponsor of the UEFA Champions League and recently launched the global campaign “Cheers To The Real Hardcore Fans” in February 2024. This campaign redefines what it means to be a “real hardcore fan” and aims to make football more inclusive. With LaundroMatch, Heineken® brings this platform to Asia, connecting with a wider audience and reinforcing its position as the global beer of choice during the UEFA Champions League.
Conclusion
Heineken’s LaundroMatch is a brilliant example of how brands can creatively engage with their audience by understanding their needs and passions. By transforming laundromats into 24-hour sports bars, Heineken® offers a unique solution for South Korea’s most dedicated football fans. This campaign not only enhances the viewing experience but also strengthens the sense of community among fans, all while enjoying their favorite beer.
LaundroMatch is set to make a significant impact, bringing football enthusiasts together and creating memorable experiences during the UEFA Champions League season.
