Heineken is looking to build on past successes in the social media marketing sphere through a new partnership with Facebook.
The two firms will work together on creating engaging online content for the beer maker’s advertising efforts around the world.
Heineken already has a huge following in Facebook, with 4.6 million adult users around the globe – the biggest following for any beer brand.
The company is also using sponsorship of major sporting events such as the 2011 Rugby World Cup and the UEFA Champions League, to drive engagement with fans.
Heineken chief commercial officer Alexis Nasard says consumers are spending more time on digital space and social media, making it vital for brands to be active in this area.
“Our partnership with Facebook is another significant development in our communication strategy as we continue to look for innovative ways for our brands to ignite the digital conversation and connect with our consumers,” he added.
Joanna Shields, vice-president and managing director for Europe, the Middle East and Africa for Facebook, argues that brands are increasingly relying on the social network to build “essential connections with people and their friends”.