Social Screen

Heineken® has revolutionized the football viewing experience with an innovative activation aimed at enhancing social connections among fans.

In a dynamic and high-profile event that redefined the UEFA Champions League experience, Heineken® unveiled the Heineken® Social Screen—an unprecedented, expandable screen wall created by seamlessly connecting multiple mobile devices. Held at Hyde Park Corner, this cutting-edge activation transformed solitary screen time into a vibrant social experience, bringing football fans together in an unforgettable and immersive way.

The event was a celebration powered by innovation, community, and an undeniable passion for the sport. At its heart, the campaign was all about connections—uniting fans with their love for football, fostering social interaction, and leveraging technology to elevate the match-watching experience to new heights.

Turning Solo Viewing into a Shared Experience
Millions of South Africans watch UEFA Champions League matches alone on their mobile phones*. Heineken® sought to change the narrative. The Heineken® Social Screen allowed fans to combine their devices, forming a massive, synchronised display that turned isolated viewing into a vibrant, communal event.

“Ironically, tech has the power to disconnect us more than ever. But with this idea, we’re using tech against itself by bringing audiences together in the most unique way possible,” said Graeme Jenner, Executive Creative Director at LePub.

How It Works
Participants were invited to disable mobile data and scan a large QR code near the Social Screen to join the experience. Once connected via Wi-Fi, the Social Screen’s Captive Portal automatically opened. Users selected an available slot, rotated their phones horizontally, and the match stream began seamlessly.

Developed in collaboration with LeGarage, LePub’s tech and innovation collective, the Heineken® Social Screen featured custom-built technology that split DStv Stream’s signal in real time, dynamically adjusting to the number of connected devices.

A Bold Step in Football Fandom
The Heineken® Social Screen aligns with Heineken’s commitment to celebrating modern football fandom and challenging traditional viewing norms. Bringing together hundreds of football fans, the activation transformed individual device screens into a shared, larger-than-life social spectacle.

"We're thrilled to have brought this innovative experience to South African football fans," said Warrick Wyngaard, Marketing Communication Manager at Heineken South Africa. "Our Heineken Social Screen is a testament to our commitment to creating unique and memorable experiences for our consumers. It was a moment—and a fixture—to remember. Football is a community, and we are planning even more experiences where fans can socialise and share their love for the game.”

The Heineken® Social Screen Featured:

Expandable screen technology synchronised across multiple mobile devices
Complimentary data streaming and phone charging for uninterrupted viewing
Seamless device integration, regardless of phone make or model
Real-time screen expansion, adapting dynamically to hundreds of connected devices

This pioneering initiative is part of Heineken’s broader mission to bring fans closer together—one shared screen (or beer) at a time. For more information about Heineken’s UEFA Champions League initiatives and upcoming events, visit: heineken.com/lc/en/ucl | heineken.co.za