Hollands Secret Weapon
During the European Championship Football in 2004, the loudspeaker hat from Heineken Netherlands got banned from Portuguese stadiums due to sponsor issues. Thatâ€™s the reason they now, for the upcoming World Cup in Germany, introduced a new premium: Hollands Secret Weapon. A gentle looking German hunterâ€™s head, but one that can be easily converted into a loudspeaker.
For the introduction of the new hat, Heineken started an extensive underground campaign…
Football supporters Marco and Marko were activated to try and find secret information about possible World Cup opponents. Therefore they launched Trojan Websiteâ€™s in 14 different countries (see below). They pretended to support the local team, just to get as much inside info as possible. Bloggers from around the world wrote about the crazy Dutch football fans, but became confused when they found out Marco and Marko supported more then one country.
Finally, after a couple of weeks of underground action, the story has now been revealed on www.heineken.nl. Marco and Marko tell their story, the hat is introduced and the secret info is gathered by country – all in one flashy site. Enjoy!