Heineken's New Campaign Features Facebook App
Heineken has launched a new Facebook application called “The Serenade”. Based on the brand’s second global film, “The Date,” the new app enables Heineken consumers to send humorous personalized songs to potential partners, inviting them on a date. Millions of adult consumers across the globe will be able to participate and create their own Serenade songs via Heineken's Facebook page.
Available in 20 languages, “The Serenade” is part of the brand’s “Open Your World” global campaign, which celebrates and encourages aspirational behaviors among adult consumers. It follows the recent launch of “The Date,” which celebrated a man taking a woman on a legendary date, set to the catchy 1960s Bollywood track, "Jaan Pehechaan Ho" by Mohammed Rafi. Through the app, the same band that appeared in the ad will create songs for Heineken fans.
Co-developed with advertising agency Wieden+Kennedy Amsterdam, consumers can create their own fully personalized serenade for a date in four clicks. Once shared via the Facebook wall, it’s all about waiting to see whether they will receive a “Yes” or “No” from their date. With a total of 640 different serenades available, consumers should be able to find the legendary serenade that will bring them romance.
On Feb. 9, Heineken will host “Serenade Live”, an eight-hour YouTube event, during which individuals around the world will get the chance to serenade the object of their heart’s desire live online.