During the European Championship 2004 the Heineken loudspeaker hat (a pawn-shaped hat that can also be shouted into to cheer on the Dutch team!) was banned from stadiums because Heineken was not an official event sponsor. So on the occasion of the World Championship 2006 in Germany, Heineken came up with a solution: Holland’s Secret Weapon. Now the loudspeaker was hidden in a German hunting hat. When you pulled the hunting hat out, out popped the loudspeaker sporting the Heineken logo. The hunting hat was the focal point of an integrated cross-media campaign.

A buzzing PR campaign built the foundations. It started with a press mailing in the guise of a package from a German hat manufacturer. Undercover sites were placed on Internet around the world to gather information about the various national teams. In addition to traditional media such as TV and print, extensive scenario planning resulted in a constant flow of clever PR angles. Examples? A designer version for Maxima that was truly fit for a princess; a button ritual after each game that was won; a unique Robbie Hat worn by Robbie Williams, etc. See DVD for a total summary.