Music Lovers Take I? r!* - ftft. ,1% - Ir j, *i I w~ - - 'J, I" :«s '4KJ a, m w i rii - - I M mt J* 1 st' «A W 1 V»»J' f f'%! *»=5 t' J f V Heineken® wrist bands surprise consumers by unexpectedly pulsing with the beat Heineken®'s new music sponsorship strategy is igniting conversations about the brand by shifting the focus from musicians to consumers, putting them firmly in the spotlight. Joost Geurts, HEINEKEN Global Sponsorship Manager Brand Experiences, explains how. 34 World of HEINEKEN Quarter 4 2012

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World of Heineken | 2012 | | pagina 34