Heineken Encourages Headline Trickery

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).

The beer brand’s print campaign from Publicis in New York broke in June magazines. One ad features a clipping that bears the headline, “Amnesia Patient Drinks Heineken But Can’t Remember Why.” Each news story is set against the perspiring green bottle with the brand’s embossed logo at the bottom.

The budget for the effort was undisclosed; Heineken spent about $50 million in U.S. measured media last year, according to TNS Media Intelligence/ CMR.