Music Lovers Take
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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