Heineken marketing swindle
Brilliant guerilla marketing
One of the last sacred moments guys have left is being able to watch the big game with his friends. In this case a crucial Real Madrid vs. AC Milan game. A football game yes or soccer for the non English speakers out there 
Image the horror then to a true fan when their girlfriends , professors and bosses convinced them (by any means necessary) to attend a classical music concert combined with poetry held at at the same time as the big match. What happened then was broadcast all over the net, on European and on national TV channels in Italy: unhappy-looking men were depicted filing into a concert hall, their eyes slowly glazing over as the violins kicked in and the poetry appeared over the projector.
see the results of this heineken stunt below
