Heineken Dangles Headline Hoax

Building off its ad campaign featuring humorous "news" headlines, White Plains, NY-based Heineken is letting consumers create fake headlines about their friends with the Heineken Headline Hoax promotion.

Consumers log onto http://us.heineken.com/headlines/index.asp to see a list of wacky headlines and accompanying photos. The headlines are then posted on legitimate partner Web sites such as www.maximonline.com or www.sportingnews.com, complete with Heineken ads.