Heineken pranks football fans with classical music

This attention grabbing stunt from Heineken was held in October last year on the night of one of the biggest football games of the year - Real Madrid v AC Milan.

The brand set up an on-ground event which was disguised as an evening of classical music and poetry. They got 200 conspirators to invite along 1000 of their boyfriends, employees and students. Most of the audience was there begrudgingly, realising that they were missing out a huge game, but that they were doing it to keep someone else happy.

What better time to please your consumers than when they are in a situation they don't want to be in? Heineken brilliantly created an environment in which the audience wasn't happy, before surprising and pleasing that same audience by broadcasting the game live on the big screen in the venue - turning Heineken into the hero of the evening.



The results of the stunt are also impressive, with:
- 1136 victims caught in the trap
- 1.5m watched the stunt on SKY sport
- 10m watching it on the news the next day
- over 5m unique visitors online in the 2 weeks following the event


Thanks to Josh Strawczynski for the heads up on this one.