March 16, 2010 Neville Godwin

Heineken’s Soccer Swindle – Guerrilla Marketing, Great Idea, Brilliant Execution

This is one of the best Guerrilla Marketing campaigns of recent times by  JWT – Italy.

Heineken staged a fake classical music concert at the same time of a crucial Real Madrid vs. AC Milan game on October 21st, there was no chance that any real soccer fan would be there…but after severe pressure from girlfriends, professors and bosses the unfortunate victims trudged into the concert.

What happens next is quality and beautifully links the concert and the match. Suffice to say that over 1100 soccer fans got swindled, 1.5 million people saw their reactions on live TV, and Heineken received 5 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.


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