To coincide with the build-up to Valentine's Day, Heineken has unveiled a new themed app, according to an article published by New Media Age.
Titled the Serenade app, it will allow fans of the brand on Facebook to select one song from a total of 640 (in 20 different languages) to send to their Valentine; each of these songs is performed by Paul "Kiss" Kissaun - who previously appeared in the company's The Date advert which aired on TV last May.
Heineken has also revealed that it is looking to move towards social media marketing campaigns based around events that their target audience - young men - can relate to.
Senior director for the global Heineken brand, Cyril Charzat, stated: "We want our Facebook profile to be the hub of all our conversations with our consumers and are using events like Valentine's Day, as well as last month's Australian Open final and the Champion League final later in the year, to generate tactical content to target young adults around the world."
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