If you’re reading my blog long enough you know I have a soft spot for crowdsourcing/digital and how brands are leveraging these technologies and platforms to boost sales, strengthen customer loyalty or create demand.
Staying innovative and unique isn’t easy in today’s landscape. With so many temptations and so little time it’s crucial to have a message, a one-line, that defines your brand.
Made to Entertain belongs to Heineken, and they decided to challenge the #1 sport in Europe – soccer. In October 21st 2009 Real Madrid was scheduled to play against AC Milan in the Champions League. The folks over at JWTMilan came up with the concept of ‘pulling away’ fans from their passion to a fake classical music concert, at the same day of the match. The ‘pulling’ was done by collaborators, such as college professors, girlfriends, bosses and journalists.
Enough said. Time to watch the concert (originally seen at holes in the net).
