LONDON: Heineken has appointed Fabric to build its UK brand presence in social media channels, including Facebook and Twitter, following a three-way pitch.
The goal of the partnership is to engage fans, as well as support key sponsorships for Heineken.
The beer brand appointed Fabric after a three-way full pitch, whittled down from seven agencies at an initial stage. The firm has been commissioned for work until the end of the year, with a mutual rolling review anticipated after that.
“Fabric approached it differently, basing everything on the data that drives social,” said David Lette, Heineken UK premium brands director. “That's what made them stand out in the pitch process, and we are very excited about having their support to help drive the growth of Heineken in the UK."
Fabric's team from its creative, strategy, and analytics departments will work on daily activity, including producing content and measuring reach across Facebook, Twitter, and other social channels.
In its first project as part of the Heineken deal, Fabric worked with the brewer on its UEFA Champions League Final activity.
This included the Heineken Facebook Fan Bar in London, where 300 fans of the brand attended a special event during the May 25 UEFA Champions League final.
The Fabric team created the event, built content, analyzed data, and managed social channels in real-time to maximize the impact of the brand sponsorship.
Heineken also sponsors events including the rugby union Heineken Cup, which it has been involved with since 1995.
This story originally appeared on the website of Campaign, the sister publication of PRWeek at Haymarket Media.