Brands are using a combination of music and online marketing activity to create engagement around Valentine’s Day this February.
Heineken is launching a Facebook app that will allow fans to send one of 640 songs as a date invitation to their Valentine.
It is part of a new social media approach to marketing that is seeing the beer brand move away from traditional channels to engage more closely with its key market – young men.
The Serenade app is the first of many topical social media campaigns that Heineken plans to create in order to “ignite the digital conversation” with consumers.
“It’s fun, interactive and guaranteed to make an impression,” says Cyril Charzat, senior director for the global Heineken brand.
The beer company will also host Serenade Live on February 9th, an eight-hour global YouTube event allowing individuals to send personalised songs to their Valentines live on the video sharing site.
Meanwhile, music streaming service We7 has teamed up with an internet dating site for Valentine’s Day.
It has partnered with Match.com to create a new service allowing users to send personalised playlists to current loved-ones and even ex-Valentines.
Playing on the “nostalgic theme of mixtapes”, the campaign will be cross-marketed on both sites, with free trials offered to whichever service the consumer is not signed up to, reports Marketing Week.