Heineken serenades on Valentine's Day

Heineken is helping ignite romance this Valentine's Day with the launch of a fun 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 personalised songs to potential partners, inviting them on a date.

Available in 20 languages, 'The Serenade' is designed to put love in the air and smiles on faces around the world. Millions of adult consumers across the globe will be able to participate and create their own Serenade songs via Heineken's Facebook page.

"The Serenade' is part of the brand's 'Open Your World' global campaign which celebrates and encourages aspirational behaviour 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.

"The Serenade is designed to take some of the stress out of asking a partner to go on a date. It's fun, interactive and guaranteed to make an impression," said Bob Sprengers, Heineken country manager.

"We are committed to connecting with our adult consumers, both on and offline. 'The Serenade' is one more positive example of how we are doing this."

Consumers can create their own fully personalised Serenade for a date in just 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 Thursday Heineken hosted 'Serenade Live', an eight-hour YouTube event, during which individuals around the world had the chance to serenade the object of their heart's desire live online.

To watch The Date: http://www.youtube.com/watch?v=57zo8O5pDXc