Heineken collaborates with Real Networks for free music 'downloads'

NEW YORK (Heineken press release) - The summer digital music season kicks off in May when Heineken USA and RealNetworks, Inc. team up to deliver free music downloads. Beginning May 1, every specially marked 12-pack of Heineken will include a unique code redeemable for two free music downloads from RealNetworks' RealPlayer Music Store. Heineken is supporting the effort with a comprehensive marketing program, including national TV, print, radio, online, on-package, in-store, and on-premise promotion, timed to coincide with availability of the specially-marked 12-packs in U.S. stores. The Heineken USA/RealNetworks relationship marks the first major sponsorship of a digital music service by the nation's largest beer importer.

Consumers can redeem their free downloads through the RealPlayer Music Store, which is integrated into RealPlayer 10, the latest media player from RealNetworks. RealPlayer 10 makes it easy for digital music fans to find, play and manage all the digital media on the Web - including the ability to play content in every major audio and video format.
"We view this promotion as an extension of our overall music platform for the brand, and we are delighted to partner with RealNetworks to bring this innovative initiative to life," said Steve Davis, SVP, Marketing for Heineken USA. "Just as Heineken fans have come to expect the highest quality beer, so too can music fans expect to enjoy the highest quality digital music when they redeem their free music downloads."
"Heineken's tremendous brand, marketing savvy and deep commitment to the music industry make it the ideal partner for giving music fans a fun new reason to try digital music," said Adam Selipsky, vice president of marketing, RealNetworks. "The Heineken promotion rewards consumers for downloading responsibly, and makes it easier than ever to experience the great quality and wide variety of music available in the RealPlayer Music Store."