Heineken Red Star Soul Tour Uses Social Media to Create A Premium Brand Experience

Heineken's Red Star Soul created strong brand connections with VIP invitation only concerts with the biggest names and emerging artists in Hip-Hop and R&B including Ludacris, Big Boi, Common, T-Pain, Melanie Fiona and T-Pain in 9 cities around the country.

Heineken Red Star Soul Tour Connecting Consumers through Social Media

R&B Artist Melanie Fiona featured on Heineken Red Star Soul Tour

Reprint of Winter/Fall 2009 Savoy Professional Article
By Edward Cates

Connecting the consumer intimately with the brand is nirvana in marketing and PR.  Combine social media with hip-hop, R&B, plenty of celebrity power, exclusive venues and a cold green bottle and you have the Heineken’s Red Star Soul formula for success.  This year, Heineken is hosting exclusive invitation only concerts featuring some of the largest names in hip-hop and R&B in nine U.S. cities.  Common, Ludacris, Big Boi (of Grammy Award Winning OutKast), Melanie Fiona and T-Pain have performed at some of the most exclusive venues around the country.

“In tune with a new generation of music listeners, Heineken Red Star Soul continues to deliver on its foundation of music, recognition and respect by featuring a dynamic mix of leading hip-hop and R&B artists,” said Shane Hoyne, Senior Brand Director, Heineken USA.

Hip Hop artist Ludacris was featured in multiple=

Hip Hop artist Ludacris was featured in multiple Heineken Red Star Tour concert locations.

Heineken Red Star Soul 2009 was created for the social media generation. The invitation-only concerts allow fans ages 21 and older to experience and interact with their favorite performers in a VIP club setting. Fans all around the world can access live performances and exclusive interviews online on YouTube, MySpace, and Facebook.

For more information regarding the tour and upcoming dates visit Heinekenredstarsoul.com.

The Fall/Winter 2009 issue of Savoy Professional is available nationwide at Barnes & Noble and Borders bookstores. For more information on Savoy Professional Magazine visit savoyproonline.com.

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Edward Cates is CEO & Managing Partner of Nuance Marketing. Edward is a career marketer and leads the agency’s delivery of brand identity, digital marketing and communication solutions. Edward has also written over 60 articles that have been published in magazines nationwide.


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