We love this stunt from Heineken Italy. We don’t want to say too much, but they basically managed to convince over a thousand fans of football team AC Milan to abandon the game of the year so far (the Champion’s League fixture against Real Madrid) to go to a night of poetry and classical music…
As far as experiential advertising goes, this has to be just about one of the best examples we’ve seen, purely for the look on all their faces.
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