Still with us? Lo scherzo di Heineken ai milanisti

Still with us? Heineken continua a far parlare di sé con una nuova idea di Guerrilla marketing con un fenomeno destinato a colpire un pubblico su larga scala.

Il 21 Ottobre, in occasione di Real Madrid-MilanHeineken (sponsor della UEFA Champions League) ha organizzato un apprezzato scherzo a numerosi tifosi del Milan che si sono visti costretti, dall’amico, fidanzata, direttore di lavoro, professore,..  ad assistere ad un concerto di musica da camera proprio durante la partita. State a vedere com’è andata a finire… Heineken li ha e ci ha stupiti!

This is a pretty brave guerrilla marketing event by Heineken on the eve of one of the biggest matches you can imagine, Real Madrid vs AC Milan. Now you’re probably thinking it’s something out on the street, taking advantage of all the crazed soccer fans passing by, but you’d be wrong…

Heineken decided to stage a fake event at the same time the game was to be played, a mix of classical music meets poetry in an Italian theater. To make this happen, they recruited about 200 people to help get over 1000 people away from their TV’s and into this event, sacrificing the biggest game of the season!

Heineken even had the event broadcast live on SkySport, with crosses for interviews of famous sporting celebs to aid in the Authenticity, or infact, leverage some of the people who’d been stung by the stunt! As the event got underway and the males in the audience got increasingly bored, the stage slowly released clues to involve them as the big reveal came! A live projection of the entire game for all 1000+ people in the audience, with Heineken the absolute heroes!

All this went hand in hand with some of their latest campaign work around men increasingly loosing the ability to watch the sacred football match with friends. Very cool on a massive scale!

With creativity, the marketing impact was so much greater. Here are the statistics, as seen at the last part of the video:

– 1136 victims attended

– 1.5 million watched live from Sky Sports

– 10 million saw the news on the day after

– 5 million million unique visitors in 2 weeks after event

– Huge amount of buzz on social media and blogs

How much did Heineken spend on this campaign? Probably much lesser than putting up a 30 seconds spot across the entire Italy TV network. The number of eyeballs this campaign has attracted was certainly above what an average campaign could achieve.

Most importantly, this campaign has brought across what the Heineken brand is all about: It is “made to entertain.” The brand associations are also further strengthened because Heineken was already a sponsor for the Champions League. The soccer game, the Champions League anthem and the entertainment are all closely tight up with the brand. A perfect campaign, in my opinion.