Heineken is the main sponsor of the UEFA Champions League, that’s why, on October the 21st, the big match Real- Madrid vs Milan became a perfect occasion to create a brand experience for our target. Everything took place in a prestigious Auditorium in Milan. On the same evening of the match, we organized a fake event, mixing poetry and classical music: the “Die Shnuren” performance. Supported by 200 accomplices (also journalists have been involved), we brought more than 1000 AC Milan fans to the Auditorium, where for about 15 minutes, they could enjoy this experimental show performed by a string quartet, whose music accompanied a very intellectual video projection.

As time went by, the video projection started giving the audience some clues and after 15 minutes it revealed the trap, creating a huge enthusiasm in the auditorium and developing the key message in a strong way: reminding to our main consumers (males 18-24) the importance of preserving their sacred beer moments with friends. On the big screen was now broadcasted live the big match and the 1000 victims, together with our accomplices, could enjoy a special vision of the match, offered by Heineken.SKY Sport broadcasted it live, so that everything has been shared with other millions people who were watching the match on TV.