32A Social Campaign Single Execution

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.

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Social Campaign

What happened on the courts in New York came to life across Instagram, Facebook and Twitter. Social chatter resulted in a whopping 100 million earned social impressions.