Italy: Heineken enrolled university professors, girlfriends and several bosses to convince hundreds of football loving students, boyfriends and employees to go to a classical music and poetry recital and miss one of the biggest games in months – Real Madrid vs AC Milan.

All of them couldn’t say no and were roped into the concert.

Here’s what happened.

love it!

[Keeping tabs on the art of  promotion with this ’stunt of the day’ blog ….]

Tags: beer publicity stunt, viral pr stunt

This entry was posted on Tuesday, March 16th, 2010 at 3:36 pm and is filed under PR Stunt, PR Stunts, Publicity Stunts, Stunt Of The Day. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.