World's best prank, or brilliant marketing campaign?

I came across this video clip today and thought that it was just too brilliant not to post here. The original clip seems to have been removed from vimeo, but I have found another copy on YouTube. It's another example of great marketing by Heineken, in setting up a prank that snared just over 1,000 football fans into joining their girlfriends for an evening of classical music on the same evening as the Champions League football match between Real Madrid and AC Milan. Enjoy.