“The most sacred moment guys have left is watching football with friends… But as time goes by, that moment is increasingly at risk.”

On the night of the October 21st the Real Madrid played Champions League match against AC Milan.
Heineken convinced several university professors, girlfriends, and several bosses to convince their students, boyfriends and employees to go to a concert on that night. All of them couldn’t say no and had to go to the classical concert. But…

According to its creators, it resulted in more than 5 million unique visitors going to the Heineken Web site as well as massive TV coverage.

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