How to make guys bond with your brand ? Let a loved one take away one of their pleasures and then come to the rescue by giving it back ! Heineken first took away the most sacred thing men had left: watching football with friends. However they didn't take it away themselves. No, they asked girlfriends, bosses and journalists to ask men to skip their match of the year: AC Milan vs Real Madrid for a classical concert of the Schnuren. Many men craved. But after 15 minutes they were given the following message "how could you have even thought of missing the big match? Real Madrid and Milan are now on the pitch. Lets watch the match together ". The result ? More than 5 million online visitors, a viral story and a bonding experience for 1136 men they will never forget. Cheers !