(30 votes, average: 4.77 out of 5)
This is a pretty brave guerrilla marketing event by Heineken on the eve of one of the biggest matches you can imagine, Real Madrid vs AC Milan. Now you’re probably thinking it’s something out on the street, taking advantage of all the crazed soccer fans passing by, but you’d be wrong…
Heineken decided to stage a fake event at the same time the game was to be played, a mix of classical music meets poetry in an Italian theater. To make this happen, they recruited about 200 people to help get over 1000 people away from their TV’s and into this event, sacrificing the biggest game of the season!
Heineken even had the event broadcast live on SkySport, with crosses for interviews of famous sporting celebs to aid in the Authenticity, or infact, leverage some of the people who’d been stung by the stunt! As the event got underway and the males in the audience got increasingly bored, the stage slowly released clues to involve them as the big reveal came! A live projection of the entire game for all 1000+ people in the audience, with Heineken the absolute heroes!
All this went hand in hand with some of their latest campaign work around men increasingly loosing the ability to watch the sacred football match with friends. Very cool on a massive scale.
(via Daniel on Adverblog)
Seriously. Massive respect for this piece of work.
This is just brilliant!
I was waiting for the last result to read “oh, and AC Milan beat Real 3-2″
delicious, have to write about it on my blog!!!
This is a great example of a clever idea being exectued brilliantly. I love the humour element of this campaign too. Genius – this is why I work in this industry. Well done to all of those involved and thanks for highlighting.
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RESPECT! seriously, hats off to the people who pulled this off!
This is really good, I couldnt stop myself writing about it on my blog. Do you know which agency did this campaign, I couldn’t find it?
[...] Refreshing the parts other beers cannot reach The indomitable Mr. Dix mailed this link out the other day and it is worth watching. Essentially, on the day of the biggest football derby of the year in Italy, Heineken conned over a thousand people to attend a ‘free’ concert instead of watching the football (a ruse that required girlfriends and wives to get in on the act to persuade their football-mad partners to miss the match and attend the concert). Heineken also managed to con a bunch of celebrities who thought the event was real, Sky TV who televised it and a whole lot of other people. [...]
Respect !
Hard to imagine the sensation of the peoples in the theater
Cedric.c
[...] very brave piece of guerrilla marketing from Heineken. On the night of the biggest football game in Europe, Real Madrid v AC Milan Heineken decided to [...]
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[...] · Reply · View StephenHector: Heineken: Guerrilla Marketing Event In Italy – http://www.digitalbuzzblog.com/heineken-guerrilla-marketing-event-in-italy/ 2010-05-28 13:36:44 · Reply · View BobIngram_RSU: #MPI #Event Planners #meeting [...]
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