What I am about to share with you as to a branding example that has fascinated me is a social marketing case by Heineken. I do not drink, though. Before that, I really hope that most of you have not heard of this one, since it is until now on many people's lips as one of successful promotion cases. Just refer to the YouTube video link below for better understanding.
http://www.youtube.com/watch?v=dInhX6ED15Y&playnext=1&list=PL04370D514E24FF58
As a worldwidely reputed beer manufacturer and an official sponsor of the European Champions League in which the champions of all European soccer leagues compete as well, Heineken has young male customers aging from 20 to 30 as their core target. They have long been working on a number of promotions, making the most of what the target audience has in common. Especially, as for this case, it was deliberately designed by Heineken Italy in attempt to touch their strong attachment for soccer and ultimately enhance the intimacy between customers and brand with unforgettable memory; soccer is all but some religion for European men.
They planned a sort of trap for over 1,000 AC Milan fans with such 200 accomplices as girlfriend, wife, boss, and so forth to persuade them to come to a spoof classical concert on the same day of the big Champions League match between AC Milan versus Real Madrid. They succeeded in inviting as many as literally disaffected 1,000 male customers to an auditorium, and the concert started with a video projection showing poetry. After 15 minutes, the video began to give clues of the event, and the quartet also started performing the anthem of Champions League, leading to dramatic enthusiasm.
In particular, this campaign could not help but become sensational in that following the event, not only mass media represented by TV and newspaper but also the participants voluntarily spread this promotion in various ways of their own mostly via social media including Facebook, YouTube, etc. More importantly, we here need to note that Heineken's intended message closely associated with customers' amazing entertaining experience was effectively delivered to millions of customers throughout the world, which contributed to substantial brand awareness increment.
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