CAMPAIGN < Heineken – Auditorium
JWT Italia Milan created this award-winning viral for Heineken in Italy as part of the ‘Are you still with us?’ campaign. ‘Auditorium’ was released in June 2010.
Heineken Italy very effectively set itself up as a football brand with a genius viral by staging a fake event at the same time as a big Champions League game, Real Madrid vs AC Milan, was to be played.
The fake event was a mix of classical music meets poetry in an Italian theatre. Heineken recruited 200 university professors, girlfriends and several bosses to convince over 1,000 students, boyfriends and employees to attend the ‘arts event’ and sacrifice watching the game on TV. The volunteers were secretly recorded asking the people to attend the arts event and not watch the game – hilarious!
Heineken even managed to get the event
broadcast live on Sky Sports, and showed inter- views of famous sporting celebs to increase the authenticity.
As the event got under way, a video screen on stage slowly released clues to the truth. The night carried on with a live projection of the entire game for everyone in the audience, and everyone loving Heineken.
The stunt is said to have resulted in an increase of five million plus unique visitors going to the Heineken website, as well as massive free TV cov- erage. To give some idea of its spread, I was at a dinner party in Canada and a friend’s husband couldn’t wait to show the guys, all major sports enthusiasts, and played it for everyone there. This was all linked in with Heineken’s campaign
surrounding men increasingly losing the ability to watch the sacred football match with their friends. I think it beautifully illustrates the power of effec- tive virals; they are a fraction of the cost of TV advertising and their reach is infinitely greater. Very brave and clever work, Heineken.
Becky MacMillan is marketing and sales director at
Betpack.com.
Volume 4 Issue 4 2010 Marketing Age 43
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