Heineken has created Facebook app ‘The Serenade’ with Wieden+Kennedy Amsterdam, to help consumers to send humorous personalised songs to potential partners, inviting them on a date.
Available in 20 languages, the app allows users to create their own fully personalized Serenade for a date in just 4 clicks, with a total of 640 different Serenades available.
The app follows the recent launch of ‘The Date’, which celebrated a man taking a woman on a legendary date, set to the catchy 1960’s 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.
On Thursday 9 February, Heineken will host “Serenade Live”, an 8-hour YouTube event, during which individuals around the world will get the chance to serenade the object of their heart’s desire live online. In the UK it will take place from 6pm to 3am.
Cyril Charzat, senior director for the Global Heineken Brand, said: “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. 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.”
Mark Bernath, executive creative director from W+K Amsterdam, added: “In a way, we want people to be in the films we make. The idea of giving Heineken drinkers the band from the spot to help them ask someone out is our way to make that happen for real. Let's hope we make a load of offers that can't be refused.”