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.

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.

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