March 16, 2010
Genius Experiential Stunt from Heineken.
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.
[Keeping tabs on the art of promotion with this ’stunt of the day’ blog ….]