Heineken marketing action

The most sacred moment guys have left is watching football with friends. The marketing department of Heineken in Italy created a original plan to respond on that. The guys had the opportunity to go to a concert with their boss or girlfriend or chosen to watch the important football game Ac Milan – Real Madrid. Everything was filmed by a hidden camera. When things should be done they must be done, so all the guys went with their wife/boss to a classic concert what was given on the same date and time as the football match, many journalists were victim of this concert as well. During the concert you see that all the guys are irritating, but at 20:40 when the football players in the Champions league normally comes up, the concert starts to play the UEFA Tune and on the big screen a big text appears ‘’How could you even have thought of missing the big match, let’s enjoy together Heineken’’. Everyone in the room is surprised and happy and realized that they were set up by their boss/girlfriend because of the good planned marketing action of Heineken. 1.5 million people saw the action live on the television, after that everyone was talking about it. On the internet the video was watched for more than 6 million times within 2 weeks. So the action is a big success, for less money Heineken gets a big audience and lots of people are talking in a good way about it.(Face to face) This action is a Guerrilla marketing action and because of the big publicity it became also viral marketing. What do you think about this?