Publicity Stunt: Heineken Relationship Influencer Campaign

So you like football? Or should we say soccer? Well, Heineken staged an unconventional crowdsourcing campaign that got soccer fans all riled up! The longtime beer brewer got in touch with several relationship influencers, from college professors to company supervisors and even girlfriends, and asked them to persuade their die hard soccer fan friends to miss one of the most important matches of the year. Instead of cheering on their favorite teams, soccer fans were "forcefully" asked to attend a night of classical music with their partners. Unknowingly, the willing participants were in for a guerrilla marketing treat that captured the attention of news channels worldwide!