A trip to try on the new 2012/2013 jersey resulted in a situation that die-hard Ajax fans could never have predicted.

Once in the fitting rooms of Amsterdam’s Ajax Experience, unsuspecting fans were stunned as the back wall of the changing room vanished to reveal a surprise gathering of their favourite Ajax players.

Star struck fans of all ages were shocked and awed by the cheeky ambush, and were invited to remain and hang out with their heroes.

The resulting content went viral, with people around the world sharing the stunt and speculating how they would have reacted.

The resulting content from the stunt drew international exposure. In its first week on YouTube, it was 1st ‘most viewed’ and ‘liked’ in the sport category, and 3rd most viewed over all categories, and 2nd most liked.

At last count, the video has over 567,000 hits.

The voyeuristic element incited a little controversy, which resulted in free coverage around the globe. TV news programs weighed in, and websites that covered the event included the ‘Mail Online’, ‘Yahoo’, and ‘Fast Company’.

This was great for the brand, as a normally uninspiring product launch in a lone city garnered them worldwide exposure.