A satisfied marketing executive after the successful prank.
On October 21, 2009, AC Milan, a professional Italian soccer (football) club, played Real Madrid Club de Futbol in the UEFA Champions League tournament. The beer company Heineken, one of the sponsors of the tournament, used the match to set up an elaborate prank as a marketing gimmick. Heineken convinced people to invite others – who really wanted to see the football match – to a classical music concert on the same night.
The video shows the reactions when the deception was carried out, and then when the practical joke was revealed to the entire audience.