Heineken Italy. Case Study – Champions League Match vs Classical Concert (Real Madrid, AC Milan)

This Heineken campaign from the end of last year is interesting for two reasons:

It puts an alcohol company in a position of appearing like the saviour… Heineken “rescues” the people that have been tricked into missing the match.
If you watch the results (from 4:00) it shows what happened to the content that was created… Shown on Sky Sports, 10 million saw the campaign on the news, 5 million internet visitors saw it, it was blogged and reblogged and embedded in sites around the world.

Is the goal now for all campaigns to attempt to be newsworthy to gain maximum exposure?

AC MilanAdvertisingChampions LeagueHeinekenItalyReal Madrid

About Mark

Mark works primarily in design and front end development. His career includes work with a varied client base – from large companies like Time Out and Hilton International, to charities like The Stephen Lawrence Foundation.

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