Heineken tricked 1,000 soccer fans into a classical concert

In 2009, Heineken had girlfriends, bosses and professors talk a thousand AC Milan fans into a classical concert, on the night Milan played Real Madrid.

Fifteen minutes in, the concert turned out to be fake, and the fans watched the whole match on a big screen in the hall.

People watched that ad to the end because they'd been those fans. Most founder posts lead with the product and hope people sit through it. Give yours a setup, someone to feel for, and a payoff worth waiting for.

Be the obvious choice, not another copy.