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.
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.