For many of the world’s men, the airtight equation for camaraderie consists of one or both of these addends: beer and sport. The summation quite often includes both in the case of a big game. THE big game. Such as the UEFA Champions League game between AC Milan and Real Madrid football teams.
In a brilliant activation strategy, Heineken Italy proposes that the “most sacred time men have left” is at risk, then devised a stunt to call out the increasing influence external factors have in pulling a fan away from his set (and his buddies, and, well, a profitable beer occasion). More narration will only act as a spoiler, so spend a few minutes with this excellent case study to see how, ultimately, Heineken went viral, celebrated the sanctity of male bonding and created authentic engagement with its brand.
Cheers to the weekend.
March 13th, 2010 at 7:00 pm
This is terrific. Incredibly clever and effective. I’d LOVE to have been one of those fooled and frankly would have forever felt a bond toward Heineken as a result. Powerful stuff.