Heineken has successfully pulled off an experiential, integrated marketing stunt in Italy, in which it used 200 accomplices (girlfriends, professors and journalists) to lure over 1,000 unsuspecting AC Milan football fans to instead watch a classical music/poetry mash-up on the same evening that AC Milan was to play Real Madrid on the biggest match of the season.
As the men in the audience grew bored and restless with the performance, clues were revealed in the poetry that they’d been duped and were being recorded live. Arguably the best news was given to them when a live projection of the game came on screen, just as the game was about to get underway. And of course…Heineken came across as the hero.
Over 1.5 million viewers watched the stunt live on SkySport, with over 10 million viewers ultimately exposed to the stunt on the news the following day. Unique site visits during the following two weeks totaled over 5 million (and counting).
A brilliant tactic in experiential and integrated marketing (that could have easily backfired with equally elegant and rabid fans had they missed the game), it aimed to deliver on the insight that men are increasingly losing the ability to watch their beloved football (i.e., soccer games) with their friends attentively – and that Heineken can serve as the perfect accompaniment to the game, “made to entertain”.
Heineken İtaly Activation from Kreatif360 on Vimeo.