In Italy, men and their love for football is unquestionable. This Heineken marketing stunt was created based on the idea that man's precious time with friends watching football is coming under threat.
This is a fantastic example of guerilla marketing that is truly engaging. Two hundred accomplices were recruited, ranging from girlfriends and bosses to lecturers, for the Heineken marketing stunt. They attempted to convince their partner, colleagues and students to attend a poetry concert on the same night as the AC Milan vs. Real Madrid game, a Champions League match of significant importance, no more so than to Italian males.
What unfolds for these unsuspecting victims is nothing short than genius.