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Desperados
Crowdsources Dance
Music
Miami Mural Project
Launched
Affligem Blond Wins Gold
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Affligem Blond has been awarded the Gold Award for 'Belgian Style
Ale' at the European Beer Star awards 2012, one of the world's major
beer competitions. The independent jury, consisting of more than
100 brewmasters, beer sommeliers and specialised journalists from 25
countries, evaluated the entries on criteria that beer consumers are familiar
with: colour, aroma, foam, and flavour. A clear, top-fermented 6.8% ABV
abbey beer, Affligem Blond has a fruity, hoppy aroma, somewhat malty
character, and a slightly bitter rather than sweet taste.
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Download
the finished
dance track
GLOBAL
Desperados has collaborated with German
techno-house duo Format: B to create
a crowdsourced dance music track. The
FIEINEKEN-owned tequila-flavoured
beer brand appealed to its 1.3 million
Facebook fans to create a track, as part of
the global strategy. The event started at
18.00 on 29 November, and lasted for two
hours. Format: B suggested various loops,
baselines and beats on which fans could
vote to use for the track. Fans were able
to interact with each other and Format: B
on the social network during the session.
Through this and similar activations, the
brand has achieved a higher consumer
engagement rate than all other beer
competitors. For 2013, the brand has set
itself a target of 31 million interactions with
its consumers, with Facebook playing a
central role in achieving this.
TRAGIC. 1 DAT. DYER 1 MILLION FAAS
EUROPE
USA
Flundreds of guests were on hand to celebrate
the official launch of the Fleineken® Mural
Project (HM P), one of several satellite events
taking place during Art Basel Miami. The FIMP
features six world-renowned graffiti artists,
several pop-up parties, and a bike tour. The
artists - Estria, Chor Boogie, Prime, Don Rimx,
and Miami-based Trek6 and CP1 - along with
guests, spent the evening tagging up a huge
wall, dancing, and enjoying Fleineken®.
Find out
more about
the project
2A World of HEINEKEN Edition 1 2013
