SOURCE: Heineken USA

December 21, 2009 10:31 ET

Heineken Launches Playlist Challenge, Complete With Music Downloads

WHITE PLAINS, NY--(Marketwire - December 21, 2009) - This season, Heineken is doing its part to keep parties going by providing the hottest tracks as downloads via their new Heineken Playlist Challenge. Found at, the Heineken Playlist Challenge invites consumers 21 and older to mix the perfect party playlist using fun tracks from up-and-coming artists, while receiving a little help from legendary DJ Biz Markie. On-screen, a live-video lounge party is in full swing and the consumer is challenged to keep the crowd dancing with his playlist prowess. The crowd will react either positively or negatively to each track selection and the party will either go off, or be a dud. It's all up to the consumer.

"With the Heineken Playlist Challenge, we're excited to give consumers a one-of-a-kind digital game that mixes high quality interactive video with hot tracks from up and coming artists," said Filip Wouters, Vice President of Marketing, Heineken. "Consumers can experience what it feels like to DJ a club and influence a crowd's energy. The game taps into their passion for music and will give them the playlist to make their holiday parties memorable."

In concert with the brand's "Give Yourself a Good Name" platform, Heineken is challenging this season's DJs to give themselves a good name by creating the ultimate holiday party playlist. From hip hop to dance to funk, and with hot artists such as Kid Sister and Amanda Blank, consumers can put together a hot playlist with the help of Biz Markie's color commentary. Once they've put together a playlist of 10 tracks that sets the dance floor on fire, they can download those songs and challenge their friends to beat their times.

After the consumer completes the Heineken Playlist Challenge, they can remix their playlist by running through the Challenge multiple times, potentially earning a total of fifteen songs to download. Lastly, if those playing have eyes as good as their ears, they may be able to find the five bonus tracks hidden in the on-screen live-action crowd as they put their mix together.

Heineken's Playlist Challenge will be live through New Year Year's Day.

About Heineken USA

Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit

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