Heineken

This is definitely one of the coolest examples of guerilla marketing I've seen in a long time. It seems like it does so much more than just stick an ad in a place no one has seen an ad before. I think this idea really created a strong relationship between brand and consumer. The tone of the advertising was consistent with Heineken's existing image and it managed to actually attach human personality and humor to a brand-- which I think, is really difficult to do.

So in summary- Heineken teamed up with a bunch of men's families at the time of the UEFA championship. They convinced bosses, girlfriends and family members to tell these men that they had to attend a classical music concert, the same night as the game. After fifteen minutes of classical music, the concert ended and Heineken's sponsored showing of the game began on the live screen.

The prank was effective in making Heineken the number one choice in beer for the UEFA championship. It created a relationship and a meaningful experience with their target market and went beyond most trendy guerilla marketing campaigns by creating a personal interaction that established a meaningful relationship.

http://adsoftheworld.com/media/ambient/heineken_champions_league_match_vs_classical_concert_real_madrid_ac_milan