Heineken is extending its Wieden + Kennedy spotThe Date. into social media with The Serenade, a Facebook app that launches this week ahead of Valentine's Day.
Developed by Wieden + Kennedy Amsterdam with production by Perfect Fools, the app lets users ask people out on dates via a personalized 'Serenade'. The same Bollywood-style artist and band that appeared in The Date (Paul 'Kiss' Kissaun) will create songs for Heineken fans, based on questions they've answered (for example, where they intend to take their date and why they think she should go out with them.) Once shared via the Facebook wall, they wait to see if they receive a Yes or No video in return from their Date.
The app, which is available globally in 20 languages, will feature in an eight-hour YouTube event, 'Serenade Live', taking place on Thursday 9th February. Heineken has been asking its Facebook and Twitter followers if they would like to go on a legendary date, and surprise their loved one in an unexpected fashion. Those selected (and their loved ones) will have their serenade written and performed live on the internet. Viewers will be able to watch their reaction live, and interact with the Serenade team (including the presenter, the Band, and even some 'rogue sound engineers') via Heineken's Twitter feed, Facebook page and YouTube channel.