This year, the UEFA Champions League Final will be held in Milan. So, during the second half of May, Heineken used the most discussed topic on social networks to talk about something people may not know: its own product quality. Heineken did so by creating 'The Final Hashtag': a contest that lets people win the tickets for the Final match.

To enter the contest, all you have to do is tweet to @Heineken_IT the hashtag that showed up on hundreds of outdoor ads created by Publicis Italy and placed all over Milan.

By doing this, people will spread both the Heineken product quality and the instructions to enter the contest itself.