Soccer in Europe is far more popular than what North Americans expect it to be like. Heineken, World’s leading beer brewery company, used this knowledge to launch their new promotion strategy with sensational and innovative approach. First, Heineken chose hundreds of die-hard soccer fans who were anxious to watch the UEFA Champions League game AC Milan vs. Real Madrid. Then, the company asked family, friends, lovers, and bosses of the targeted people to force them to attend a false classic concert. With despair and anger hidden deep in their heart, victims reluctantly gave up the game and went to watch the concert instead. However, soon after when the concert was “over” and the game was on, the victims’ mood, emotion, and facial expressions all changed dramatically and enjoyed watching the game.
This was an exotic and entertaining event to the victims as well as people who watched this. However, with marketing perspective, this was more than just one-time extraordinary event. When the victims’ frustration turned into a joyful & unforgettable moment, Heineken’s logo appeared and implied that their product (beer) will give the same result (feeling) of joy and excitement, just like how they feel the same way from watching soccer. 10 million people watched it, 1.5 million of them watched it live on TV. 5 million people shared this on the internet, blogs, social networking services etc. Whether the viewers/readers were other European soccer fans or economists on the Wall street, Heineken was successful in appealing their brand awareness to different markets in the world.