Heineken: Guerrilla Marketing Event In Italy

Mon, Mar 15, 2010

(26 votes, average: 4.73 out of 5)

15 Comments

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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)

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Posted by: Aden Hepburn

8 Comments For This Post

Nathan Says:
March 16th, 2010 at 2:04 am

Seriously. Massive respect for this piece of work.

Brendan Says:
March 16th, 2010 at 9:06 am

This is just brilliant!

Joseph Says:
March 16th, 2010 at 10:07 am

I was waiting for the last result to read “oh, and AC Milan beat Real 3-2″

Miguelez Says:
March 16th, 2010 at 7:03 pm

delicious, have to write about it on my blog!!!

Chris Norton Says:
March 16th, 2010 at 8:40 pm

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.

Karan Says:
March 17th, 2010 at 4:25 pm

RESPECT! seriously, hats off to the people who pulled this off!

Ezgi Says:
March 19th, 2010 at 12:28 am

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?

Cedric.c Says:
March 31st, 2010 at 11:46 pm

Respect !

Hard to imagine the sensation of the peoples in the theater

Cedric.c

7 Trackbacks For This Post

Heineken Dupes And Saves Football Fans In Italy - PSFK Says:
March 17th, 2010 at 6:07 am

[...] [via digitalbuzzblog] [...]

Strandh.DigitalPR » Blog Archive » Heineken lyckas göra gerilla viral. Jävlig viral. Says:
March 17th, 2010 at 8:39 am

[...] Till den omtalade gerillakampanjen. Vad gör den så [...]

Heineken: Guerrilla Marketing Event In Italy | Digital Buzz Blog – Pure genius. RT@gusgeary « warm cola Says:
March 17th, 2010 at 8:43 am

[...] Heineken: Guerrilla Marketing Event In Italy | Digital Buzz Blog – Pure genius. RT@gusgeary Jump to Comments via digitalbuzzblog.com [...]

Extending the channel mix | Holodeck Says:
March 22nd, 2010 at 8:10 pm

[...] 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. [...]

Football or the theatre? | Randle rambles Says:
April 7th, 2010 at 5:27 pm

[...] 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 [...]

I don’t have the Answer. But then, neither do you « Day in the life of an Independent Marketing Provocateur Says:
May 16th, 2010 at 3:37 am

[...] I can remember when this Canadian campaign for Halo was seen as the dogs bollocks, then it was this Heineken masterpiece from our soccer mad cousins in Italy, or a recent favourite of mine, this Chilean gem [...]

Twitter Tweets about Event Marketing as of May 28, 2010 | Starshot - Strategic Event Marketing Says:
May 29th, 2010 at 2:26 am

[...] · 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 [...]

Nathan Says:
March 16th, 2010 at 2:04 am
Seriously. Massive respect for this piece of work.
Brendan Says:
March 16th, 2010 at 9:06 am
This is just brilliant!
Joseph Says:
March 16th, 2010 at 10:07 am
I was waiting for the last result to read “oh, and AC Milan beat Real 3-2″
Miguelez Says:
March 16th, 2010 at 7:03 pm
delicious, have to write about it on my blog!!!
Chris Norton Says:
March 16th, 2010 at 8:40 pm
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.
Karan Says:
March 17th, 2010 at 4:25 pm
RESPECT! seriously, hats off to the people who pulled this off!
Ezgi Says:
March 19th, 2010 at 12:28 am
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?
Cedric.c Says:
March 31st, 2010 at 11:46 pm
Respect !
Hard to imagine the sensation of the peoples in the theater
Cedric.c

Heineken Dupes And Saves Football Fans In Italy - PSFK Says:
March 17th, 2010 at 6:07 am
[...] [via digitalbuzzblog] [...]
Strandh.DigitalPR » Blog Archive » Heineken lyckas göra gerilla viral. Jävlig viral. Says:
March 17th, 2010 at 8:39 am
[...] Till den omtalade gerillakampanjen. Vad gör den så [...]
Heineken: Guerrilla Marketing Event In Italy | Digital Buzz Blog – Pure genius. RT@gusgeary « warm cola Says:
March 17th, 2010 at 8:43 am
[...] Heineken: Guerrilla Marketing Event In Italy | Digital Buzz Blog – Pure genius. RT@gusgeary Jump to Comments via digitalbuzzblog.com [...]
Extending the channel mix | Holodeck Says:
March 22nd, 2010 at 8:10 pm
[...] 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. [...]
Football or the theatre? | Randle rambles Says:
April 7th, 2010 at 5:27 pm
[...] 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 [...]
I don’t have the Answer. But then, neither do you « Day in the life of an Independent Marketing Provocateur Says:
May 16th, 2010 at 3:37 am
[...] I can remember when this Canadian campaign for Halo was seen as the dogs bollocks, then it was this Heineken masterpiece from our soccer mad cousins in Italy, or a recent favourite of mine, this Chilean gem [...]
Twitter Tweets about Event Marketing as of May 28, 2010 | Starshot - Strategic Event Marketing Says:
May 29th, 2010 at 2:26 am
[...] · 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 [...]