Beware. This Heineken guerrilla marketing video you’re about to catch is definitely more mind blowing than the ones we have blogged about.
The video captured the essence of this amazing campaign held on the same date and time of a UEFA Champions League clash between AC Milan and Real Madrid on 21 October 2009. Instead of catching the epic clash of titans soccer match, more than a thousand folks were literally forced to go to a musical concert instead.
I’ll let the video explain the rest.
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Amazing ROI
With creativity, the marketing impact was so much greater. Here are the statistics, as seen at the last part of the video:
- 1136 victims attended
- 1.5 million watched live from Sky Sports
- 10 million saw the news on the day after
- 5 million million unique visitors in 2 weeks after event
- Huge amount of buzz on social media and blogs
How much did Heineken spend on this campaign? Probably much lesser than putting up a 30 seconds spot across the entire Italy TV network. The number of eyeballs this campaign has attracted was certainly above what an average campaign could achieve.
Most importantly, this campaign has brought across what the Heineken brand is all about: It is “made to entertain.” The brand associations are also further strengthened because Heineken was already a sponsor for the Champions League. The soccer game, the Champions League anthem and the entertainment are all closely tight up with the brand. A perfect campaign, in my opinion.
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via [cnet]
