It all started with Heinken (Italy) in October 2009, when the famous beer company teamed with many girlfriends, bosses and professors to push their boyfriends, employees and students to watch a classic music concert on the night of the Champions League game opposing Real Madrid and AC Milan. It is only 15 minutes after the start of the concert that the victims were informed about the trap and got the chance to watch the soccer game as it was streamed in the concert room.
It seems that this creative concept is quite popular in the beer industry as Almaza, a Lebanese brewery, in 2010 and Carlsberg in 2013 set up their own tests pranks. While the Almaza prank consisted of some guys asking their friends who were going out with their valentine’s date to pass by a bar to lend them some money, Carlsberg victims received calls in the middle of the night from their friends asking them to come to a freaky gambling place to lend them money too.
In the eyes of those brands, this may be a good strategy first, to create something that would go viral and thus increase awareness and second, to associate the “having a beer with a friend” concept to their own product. Heineken even pushed it farther than friendship.
Take a look at the three different ads and let us know which test you think you would’ve passed if you were one of the victims by voting at the bottom of the post.