Heineken tricks football fans into visiting a classical music concert

Imagine that on the day of the big match of your favourite sport you have been talked into going to a classical music concert instead.

Heineken, Italy, AC Milan, Real Madrid, soccer, football, beer canThat’s exactly what happened in Italy for many football (aka soccer if you’re from the US) fans. Watching football is one of the most sacred moments guys have left with their friends, but that moment is increasingly at risk. Heineken staged this event to highlight that fact. They picked the Champions League match of AC Milan vs Real Madrid, one of the most important matches to watch for any football fan, and came up with this…


With the help of 200 accomplices (girlfriends, professors etc.) they managed to persuade over 1000 AC Milan fans to go to a classical music concert instead of watching the big game.

Over a 1000 football fans entered the classical music concert and I suggest you check the video below to see what happened next:

Tjonogolongo! How cool is that! I would’ve loved to have been there to see their reaction myself.

I think this event is an incredibly creative stunt by Heineken. This event was part of their campaign that focuses on the fact that it’s getting more an more difficult for men to watch the sacred football match with their friends.

In my opinion Heineken did a very good job in creating an event for their target group to influence them about their brand. By filming it as well they’re also making the most of this event in Social Media land.

All in all, I like it! What about you?
Would you have been able to be convinced in missing the biggest match of the year?

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Marketing, Communications, Branding and Social Media junkie. Love my Mac. Job hunting. Blog tjongolongo things. Always curious. Cupcakes, gotta love cupcakes!

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