Heineken is launching a Valentine’s Day themed Facebook app as part of a social media strategy that will see the beer brand present a series of tactical campaigns designed to appeal to young men.
The Serenade app, which will be backed by a television campaign in the US, lets fans send one of 640 songs in 20 languages as a date invite to their valentine.
It is one of several initiatives planned to “ignite the digital conversation” with young men on Facebook by focusing on topical content from around the world.
Cyril Charzat, senior director for global Heineken brand, said it is shifting from the consumer-orientated approach adopted in typical beer advertising to social media-based activity around events and actions that young men can relate to.
“We want our Facebook profile to be the hub of all our conversations with our consumers and are using events like Valentine’s Day, as well as last month’s Australian Open final and the Champions League final later in the year, to generate tactical content to target young adults around the world,” he said.
The campaign marks the brand’s second big Facebook campaign since it agreed a global partnership with the social network in December to explore new ways to engage with consumers.
To determine what song is sent using the Serenade app, participants must answer five questions including, “who they would like to take on a date” and “why their chosen date should step out with them”.
Facebook activity will be supported by an eight-hour YouTube event, Serenade Live, later this month, where fans will be able to send personalised songs to one another live.
All featured songs on both the app and during the live event will be performed by Paul ‘Kiss’ Kissaun, the singer that appeared in Heineken’s The Date TV spot last May.
This story first appeared on Marketing Week