My friends at Greenpeace Netherlands recently sent me this great example of how to spread the word by Heineken, which combines passion, suprise, love, video-conferencing, television and…football

The publicity stunt involved getting girlfriends, university professors and bosses to persuade their male employees, all of which were AC Milan fans, to see an orchestral production on the night of the Campions League match against Real Madrid instead of the football!

The guys were made to sit through 15 minutes of the production until they were finally let in on the joke, and allowed to watch the football!

From a stunt involving just 1136 “victims”, over 1.5 million people watched them live on Sky Sports, 10 million saw them on the news the next day and the Heineken website received over 5 million unique visitors! Amazing what can be achieved with one great idea!

With the World Cup about to begin in just over two months, I wonder what corporations and NGOs will come up with!

PS: I think that the husband and wife team of Dennis Windt and Marjolein Van de Paverd would be great for this campaign!

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