Check out this making of a campaign that has landed Heineken over 5 million hits on their website while 1.5 million people watched their reaction live on TV. In this elaborate scheme, football fans were convinced by their employers, wifes and friends to go to a classical concert/poetry reading on the night of a big football game Real Madrid vs AC Milan.
Here’s a great example of engaging, creative and innovative advertising on a number of platforms. At a price though, with 200 accomplises this will not have come cheap. Worth watching all the way to the end.