How do you get free beer during the Euros?

‪@heineken‬ have released a new campaign giving people a free beer if your #beer is spilled during the #Euros.
It's an interesting campaign and one that will have people queuing up to sign up for this offer.
The catch is you have to sign up through their website beforehand.
This is interesting as #Heineken is a business that sells primarily to the trade and has few if any B2C sales.
Gathering #Data on their customers would normally be almost impossible, but this is an interesting way of doing it.
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