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International news: Heineken begins Serenade promotion

Beer company Heineken has begun a Valentine's Day-themed online promotion called "The Serenade." During the promotion, visitors to the brand's Facebook page can send a "humorous personalized song" in one of 20 languages to another user, inviting them on a date. The company will also conduct an eight-hour event on YouTube today called "Serenade Live," during which individuals will be invited to sing for prospective partners. The initiative is based on a commercial called "The Date" from the brand's current "Open Your World" international campaign. "The Serenade is designed to take some of the stress out of asking a partner to go on a date," said William Forbes, senior brand manager at Heineken. "It's fun, interactive and guaranteed to make an impression. 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." The promotion was developed by Wieden & Kennedy Amsterdam.

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