I give two thumbs up to Heineken for pulling off this excellent and slightly cruel gag! Heineken organised this event on a very sacred and big night for football fans – the clash between Real Madrid and AC Milan. They organised a fake poetry-reading and classical music event at the same time of the UEFA game. 1136 die-hard Milan supporters were dragged to the event, all at the sacrifice of the game.
This kind of viral works wonders for the brand. It strengthens the brand’s relationship with the UEFA Champions League, a massive event football fans around the world love. It also links nicely to their slogan “Made to entertain”, as the many thousand views this viral has received certainly achieves that!
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