Heineken Italy Pulls Off World's Best Social Experiment/Practical Joke

Nothing goes together quite as well as beer and sporting events. Heineken Italy took this idea and turned it into a bit of a social experiment.

The company created a fake event (based around classic music and poetry) that would be taking place during one of the biggest football matches of the year, the UEFA Champions League game – Real Madrid against AC Milan.

With the help of 200 accomplices (100 girlfriends, 50 professors, journalists and others), they were able to persuade more than 1000 fans to sacrifice the match for their fake concert.

Thankfully there was a happy (and hilarious) ending but you’ll have to watch the video to see how it all played out. It’s a little over 5 minutes but totally worth it.

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