Heineken punks Italian football fans with a little help from their bosses and girlfriends…
The night was the championship game match between AC Milan and Real Madrid, the largest football day around for Italian fans. Heineken Italy and JWT came up with the idea to host a fake classical music and poetry recital on the same day. Boyfriends around Italy were persuaded by bosses and girlfriends to sacrifice viewing the big game. Their loyalty was rewarded with a great surprise 15 minutes into the recital.
And how about those numbers:
* 200 accomplices were involved
* 1136 Italian students, boyfriends and even journalists were pranked
* Event was broadcast live on Sky sports to 1.5 million people
* 10 million viewers heard about the event the next day on local news channels and MTV news
* The campaign had over 5 million unique page views across blogs, forums, and social networks
Thanks to Craig Ritchie for the link.
Marta Strickland