Heineken Launches Music for Life Promo

Heineken is set to launch its Music for Life promotion tying to numerous partners with an instant-win game and sweepstakes.

Heineken has joined with Rolling Stone magazine, Sirius Satellite Radio, RealNetworks' Rapsody and Ticketmaster. The promotion also builds on Heineken's music download program, Heineken Downloads.

Beginning May 1, consumers get the chance to win everything from subscription-based and downloadable music, to gift certificates for Rhaposdy and concert tickets from Ticketmaster, to lifetime subscription services to Sirius and Rolling Stone. Specially marked Heineken 12-packs will include a code for two free music downloads from RealNetworks' Rhapsody. The online sweeps, at Heineken.com, gives consumers a chance to win all instant-win prizes.

The promotion runs through July 15.

"By offering these great prizes to our consumers, Heineken recognizes just how important a role music plays in our daily lives," said Andrew Glaser, brand director for Heineken USA, in a statement.

TV, print, radio, online, in-store and on-premise support the promotion.

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