Fantenders

Stagnant economy and rising labor costs force bars in China to close by 2 AM, leaving UEFA Champions League fans without venues for 3 AM matches. Heineken tackled this by launching a new late-night business model: FanTender. Hardcore football fans take over bars during European matches, keeping them open for fan gatherings. Unlike a traditional campaign, FanTender activation drew 448k "FanTenders" applications and activated the events across seven cities in China. Heineken and FanTenders helped bars operate during UEFA matches, achieving 250% average sales growth.