It was natural that when world-class brewer HEINEKEN launched a global marketing campaign, it would partner with the Bond franchise. And when that campaign needed an equally first-class cloud platform, HEINEKEN turned to Microsoft Azure. HEINEKEN then used Azure for promotions that were even more technically demanding, including one with the UEFA Champions League. Boorsma expects that HEINEKEN will make more use of Azure, both for marketing campaigns and other purposes. Latency rates ranged from 7 milliseconds to 535 milliseconds, with typical rates clustering between 200 and 300 milliseconds.