Together with the seeding of the video online, a ‘serious’ press release was created and distributed among all major sport and news media. The press kit contained the earplugs in the colours of the German flag, teasing the Dutch press to find out more.

The press release led to massive free publicity for Heineken’s latest football gadget. Dozens of leading blogs posted our video, resulting in over 500,000 YouTube views (10% of the adult male population in The Netherlands).