20A Ambient Media; Guerilla Marketing
The Perfect Serve
Andy Roddick’s lightening-fast serve delivers a big return.
Ever wonder what it would be like to return a 150-mph tennis serve? That’s exactly what fans got to experience when we stormed a public tennis court in Manhattan with legendary server Andy Roddick and the perfect serve: alcohol-free Heineken 0.0.
To celebrate the brand’s partnership with the US Open, we offered free tickets to the tournament to anyone who could successfully return Roddick’s serve. Most people, however, ended up in a fails reel published to social media for mass enjoyment.
The guerrilla event provided an unforgettable sampling opportunity for fans. And publications like People, Us Weekly, E! Online and more amplified the energy from the court to the nation, generating more than 300 million earned impressions and smashing the brand’s media goals by more than 700%.
Watch The Summary
What Happened On The Court Came To Life Across Social
Interactive GIF Game
No racquet? No problem. You could use your thumb to stop a Roddick serve on social.
Social “Fails” Post
A 15-second cutdown of our social fails video.