The Making Of Heinekens Amazing Soccer Swindle

The Making Of Heinekens Amazing Soccer Swindle Guerrilla Marketing Photo

If you’re a soccer fan, you’ll understand. If you’re not, well, suffice it to say that Europeans (Italians, especially) are (in general) crazy about soccer.

So when Heineken staged a fake classical music concert at the same time as a crucial Real Madrid vs. AC Milan game on October 21, there was no chance that any real soccer fan would be there…except if their girlfriends, professors and bosses convinced them (by any means necessary) to attend.

What happens next is sheer hilarity, and a nice example of a high-budget guerrilla marketing campaign from Heineken. Suffice to say that more than 1,100 soccer fans got swindled, 1.5 million people saw their reactions on live TV, and Heineken received five million visitors to the site devoted to the event — and a great deal of news coverage for their troubles.

As far as what happens in the video itself, we won’t spoil it for you; see it below and enjoy.

source mashable.com

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Ryan Lum is the founder and editor of Creative Guerrilla Marketing. He is passionate about creative marketing, social media and design. Connect with him on LinkedIn,Twitter or Google+

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