Heineken USA Launches Music for Life Promotion for Spring and Summer Months

Heineken USA Launches Music for Life Promotion for Spring and Summer Months

Off The Chart Promotion Provides Consumers With The Chance to Win Prizes through Instant Win and On-Line Sweepstakes -

WHITE PLAINS, N.Y., April 21 /PRNewswire/ -- Heineken USA has joined forces with several of the biggest names in music, including Rolling Stone magazine, SIRIUS Satellite Radio, RealNetworks' Rhapsody(R) and Ticketmaster for its latest promotion, Music For Life. Starting on May 1, Heineken's Music For Life promotion will give thousands of lucky consumers the chance to win prizes for everything from subscription-based and downloadable music, to gift certificates for concert tickets, to lifetime subscription services to their favorite sources of music and news, through an instant win game and on-line sweepstakes. The promotion will run through July 15.

Music For Life builds upon the brand's highly successful music downloads program from last year, Heineken Downloads, this time offering more music and more surprises. Heineken consumers are some of the country's biggest music- lovers, with music being their top passion point and lifestyle activity; this is especially true during the summer months. Through Music For Life, Heineken is bringing consumers both the sounds they crave and fresh, compelling prizes.

"We view Music For Life as an exciting extension of our overall music platform for the brand, and we are delighted to join forces with SIRIUS Satellite Radio, Rolling Stone, Ticketmaster and RealNetworks' Rhapsody, to bring this innovative initiative to life," said Andrew Glaser, Brand Director, Heineken USA. "By offering these great prizes to our consumers, Heineken recognizes just how important a role music plays in our daily lives."

Prizes for the instant win game include lifetime subscriptions to SIRIUS Satellite Radio and Rolling Stone magazine, substantial gift certificates for RealNetworks' Rhapsody digital music service and event tickets through Ticketmaster. Additionally (where legal), every specially marked Heineken 12- pack will contain a code for two free music downloads from RealNetworks' Rhapsody, which recently received top honors as the "Best Downloadable or Subscription Music Service," at the Billboard Digital Entertainment Awards. The sweepstakes (where legal) gives consumers a chance to win all instant win prizes. Consumers can enter the sweepstakes and find rules for both promotions at http://www.heineken.com/.

"This summer, RealNetworks and Heineken will give millions of consumers an easy way to enjoy the music they love with free downloads of their favorite songs," said Robert Acker, Vice President of Music Services, RealNetworks. "Once again, we're pleased to be working with Heineken to give customers the ability to select and enjoy music from a collection of over a million songs. Consumers now have a million additional reasons to enjoy a Heineken this summer."

"We look forward to working with Heineken to bring the live music experience to concert fans across the country," said Calvin Lui, Senior Vice President, Sales & Marketing, Ticketmaster. "Music For Life represents a fun opportunity for Heineken's winners as well as a rewarding promotional opportunity for our clients."

Heineken is supporting Music For Life with a comprehensive marketing program, including national TV, print, radio, online, on-package, in-store, and on-premise promotion, timed to coincide with availability of the specially marked 12-packs in U.S. stores.

About Heineken USA:

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International (Netherlands), 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 Dark Lager; Amstel Light, the largest- selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

About RealNetworks

RealNetworks, Inc. is the leading creator of digital media services and software including the award-winning Rhapsody Internet jukebox service and RealPlayer(R) 10, the first digital media player to integrate finding, organizing, buying, playing and managing digital audio and video in a single product. Consumers can access and experience audio/video programming and download RealNetworks' consumer software at www.real.com. Broadcasters, network operators, media companies and enterprises use RealNetworks' products and services to create and deliver digital media to PCs, mobile phones and consumer electronics devices. RealNetworks' corporate information is located at http://www.realnetworks.com/.

About Rolling Stone

Rolling Stone has been the leading voice of music and popular culture since its inception over 37 years ago. The magazine features the latest in music reviews, in-depth interviews, provocative photos, and award-winning profiles. Rolling Stone provides all the news that fits to 12.1 million readers every two weeks.

About SIRIUS

SIRIUS delivers more than 120 channels of the best commercial-free music, compelling talk shows, news and information, and the most exciting sports programming to listeners across the country in digital quality sound. SIRIUS offers 65 channels of 100% commercial-free music, and features over 55 channels of sports, news, talk, entertainment, traffic and weather for a monthly subscription fee of only $12.95. SIRIUS also broadcasts live play-by- play games of the NFL and NBA, and is the Official Satellite Radio partner of the NFL.

SIRIUS radios for the car, truck, home, RV and boat are manufactured by Alpine, Audiovox, Blaupunkt, Clarion, Delphi, Jensen, JVC, Kenwood, Pioneer, Sanyo and XACT Communications. Available in more than 25,000 retail locations, SIRIUS radios can be purchased at major retailers including Best Buy, Circuit City, Crutchfield, Office Depot, Sears, Target, Wal-Mart and RadioShack. SIRIUS is also available at heavy truck dealers and truck stops nationwide.

SIRIUS radios are currently offered in vehicles from Audi, BMW, Chrysler, Dodge, Ford, Infiniti, Jeep, Lincoln-Mercury, Mazda, Mercedes-Benz, MINI, Nissan, Porsche, Volkswagen and Volvo. Hertz currently offers SIRIUS at 53 major locations around the country.

Click on http://www.sirius.com/ to listen to SIRIUS live, or to find a SIRIUS retailer or car dealer in your area.

About Ticketmaster

Ticketmaster is the world's leading ticketing company, providing ticket sales and distribution through http://www.ticketmaster.com/, one of the largest e-commerce sites on the Internet; approximately 3,300 retail Ticket Center outlets; 19 worldwide telephone call centers; and a broad online and offline marketing network. Ticketmaster serves more than 9,000 clients worldwide across multiple event categories, providing exclusive ticketing services for hundreds of leading arenas, stadiums, performing arts venues, museums, and theaters, and sold 98 million tickets valued at $5 billion in 2004. Ticketmaster is headquartered in West Hollywood, California and is an operating business of IAC/InterActiveCorp (NASDAQ:IACI).

Source: Heineken USA

CONTACT: Marvin Mack, marvin.mack@eurorscg.com or Russell Schaffer both of Euro RSCG Magnet, +1-212-367-6869, for Heineken USA; or Dan Tearno of Heineken USA, +1-914-681-4113, dtearno@heinekenusa.com

Web site: http://www.heineken.com/

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