Heineken Italy Activation Campaign: Hard To Say NO!

I caught a glimpse of this video on both CapeTownAlive and Dont Party respectively and my goodness what a clever campaign it is. The sheer sneakiness and the thought behind it is just to much for me. The aim was to take a sports loving man away from probably one of the biggest sporting games of his life and “forcing” him to watch an opera with his girlfriend. All of the boyfriend’s, couldn’t say NO! Imagining what it’s going to be like watching an opera while AC Milan were taking on Real Madrid in the Champions League, the boyfriends thought they had caught possibly the worst deal ever, Heineken had other ideas though. Take a look at this and look at how this viral campaign has been viewed across the world. It even made me drink a couple of Heineken’s last night. Over a million people were watching them live on Sky Sports and over 10 million saw it on the news the next day. Good exposure for Heineken, GREAT exposure if you ask me. This penetrative advertising had set the social media networking and blogging websites alive and what more could Heineken ask for, they have just been viewed across the world, by MILLIONS. This is by far the cleverest and most creative campaign out there, but for me, the viral aspect is HUGE and have to take my hat off to Heineken creative team on this one:

 I think Heinekens Slogan says it all: Made to Entertain!

What are your thoughts on this?

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