Heineken praks 1000 soccer fans with fake classical concert

While your friends are watching the match Real Madrid vs AC Milan, you have to watch a classical concert with your boss or insistent girlfriend. This sounds like a nightmare for every Champions League addict…

The beer brand organized a fake concert in Italy on the same night as the football match between AC Milan and Real Madrid. Football fans were persuaded by friends, university lecturers and employers (Who were involved in the conspiracy) to give up the match for the concert evening. The frustration among the men was clearly shown.
A couple minutes later it became clear that they were invited by the beer brand and that the classical concert was a joke and in stead of the classical concert they Heineken broadcasted the football match on a big screen.

This resulted in 1136 victims, which were followed through 1.5 million people live on SKY Sports. The next day it was all over the news, the video generated 10 million hits and another 5 million visitors online. The campaign generated a lot of attention on blogs, forums, social media platforms and media
Guerrilla marketing is really interesting! Especially when you combine it with a good social media strategy. Is social media scoop the new form of guerrilla marketing? And can you actually manage this, or is success based on luck?