Real Madrid Vs Milan AC in the 2009 UEFA Champions League was one of the biggest and most anticipated soccer matches in Europe. Heineken enlisted the help of hundreds of accomplices to convince 1,000 AC Milan fans to go to a classical music concert rather than watching the big match. Upon entering the music hall the gracious AC Milan fans were served up a pleasant surprise compliments of Heineken. The "entertaining" beer brand gave the spectators the show that they really wanted to see that evening. The operation generated massive press coverage in Italy and throughout Europe.