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NEW YORK Heineken USA has extended its current print campaign that uses satirical news clippings to the Internet by encouraging Web site visitors to create their own amusing headlines.
The online effort, called the Heineken Headline Hoax, encourages consumers to trick their friends into thinking that they are at the center of a fictitious story on the front page of a major Web site, such as SportingNews.com or Maximonline.com.
Print and banner ads direct people to the Web site to carry out the hoax (www.heineken.com/usa).
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