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During last year’s Champions League match between Real Madrid and AC Milan, Heineken decided to do a bit of viral marketing. Playing on a clever combination of guilt, obligation and fear, the beer company managed to convince over 1,100 people to forgo the game in favor of an event combining poetry and classical music.

In addition to proving that a nagging girlfriend or angry boss can be just as persuasive overseas as in the U.S., the campaign served as an unexpected reminder that it’s important to appreciate the joys of sport. Listening to the crowd erupt in excited applause upon realizing they’re no longer going to miss the game really tugs at the ol’ heartstrings. Plus, who wants to go to a classical concert when you could watch football and drink beer instead?

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