Heineken Dupes And Saves Football Fans In Italy

Heineken Dupes And Saves Football Fans In Italy
technology

Heineken has successfully pulled off an experiential marketing stunt in Italy, in which it lured 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.

Paloma M. Vazquez
  • 16 march 2010

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.

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