Heineken needed a way to highlight their continued sponsorship of Europe’s premier rugby competition in its inaugural year as the European Rugby Champions Cup (ERCC), previously The Heineken Cup. It wanted to target male rugby fans aged 22-35, also the bullseye market for the beer itself. The most effective platform was through social media channels, but the campaign had to have significant stand out in already crowded market place. But we also wanted to make the fans the star of the show. And so began an intricate and elaborate ruse that would test our fans metal to the very limit.