Abstract

This case discusses Guerrilla marketing campaign by The Netherlands-based brewing company Heineken in Italy. Heineken was involved with football in Europe for a long time as a sponsor. In order to further strengthen its association with the sport and reach its target audience, Heineken came up with a Guerrilla marketing campaign during UEFA Champions League.

Learning Objectives

The case is structured to achieve the following Learning Objectives:

• Understand Guerrilla marketing
• Learn how Guerrilla marketing campaigns are conducted
• Analyze the benefits of Guerilla marketing campaigns

Keywords

Heineken, Italy, Guerrilla Marketing, UEFA Champions League, viral campaign