Heineken Announces Interactive Additions to Elevate Concert Goers' Experience at AmsterJam

Heineken Announces Interactive Additions to Elevate Concert Goers' Experience at AmsterJam

AmsterJam Insider Text Messaging Program and AmsterJam Picture the Music Promise to Keep Concert-Goers Busy During Mash-Up Event

WHITE PLAINS, N.Y., Aug. 14 /PRNewswire/ -- Heineken announced today two interactive activities for the 2006 AmsterJam music festival to keep concert- goers engaged, entertained and just a text message away from helpful concert information and cool prizes. The AmsterJam Insider text messaging program and AmsterJam "Picture the Music Challenge" will add an interactive twist to the lineup of star-studded collaborations between diverse artists and music styles on tap for this year's festival to be held on August 19 on Randall's Island.

AmsterJam Insider Text Messaging Program

Heineken is encouraging music fans to buck traditional concert etiquette at AmsterJam by keeping their cell phones on for a unique text messaging experience. Participants will receive messages on their cell phones throughout the day about artist lineups, upcoming performances and additional activities taking place during the Festival.

In addition, winners will be randomly "texted" throughout the day to win prizes including viewing upgrades, backstage passes, U.S. Open tickets and meet-and-greet opportunities with the show's second stage performers.

"The AmsterJam Insider text messaging program and AmsterJam Picture the Music Challenge will keep us constantly engaged with AmsterJam attendees and is founded in a shared passion for truly innovative experiences," said Andy Glaser, Heineken brand director, Heineken USA. "We're always looking for interesting ways to connect with and create progressive cultural experiences for our consumers."

About AmsterJam Picture the Music Challenge

The AmsterJam Picture the Music Challenge will test concert-goers by drawing artistic representations of popular song titles and showing them on the stage screen at various times during the event. Members of the crowd will then have an opportunity to show their music knowledge by correctly guessing the song title from among a list of choices.

About AmsterJam 2006

AmsterJam is a day-long music festival that celebrates never-before-seen collaborations between different artists and music styles fused together through the emerging new sound movement of "mashing." Show headliners include Tom Petty and the Heartbreakers, Foo Fighters, LL Cool J, Busta Rhymes, Tego Calderon and Yerba Buena.

Last year Heineken created AmsterJam, the world's only live music concert dedicated to mashing, as a way to bring unique music performances to the public. Heineken's AmsterJam, will take place on Saturday, August 19 from 3:00-10:50 p.m. on Randall's Island in New York (doors open at 1:30 p.m.). AmsterJam is a 21 and older event -- valid ID required.

AmsterJam is a proprietary event, which demonstrates Heineken's continued commitment to bring consumers innovative and electrifying musical experiences. In 2006 and for the third year in a row, Heineken partnered with NARAS to roll out the "Green Carpet" at the GRAMMY(R) Awards, and is a seven-time sponsor of the Latin GRAMMY(R) Awards. Heineken also recently completed its seventh year as the exclusive presenting sponsor of the Billboard Latin Music Conference and Awards during which the Brand raised funds and awareness for their charitable "Green Ribbon Initiative."

About Heineken USA

Heineken USA Inc., the nation's largest beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. Brands imported into the U.S. include: Heineken Lager, the world's most international beer brand; Heineken Premium Light; Amstel Light, the largest-selling imported light beer brand; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Dos Equis, Sol, Carta Blanca and Bohemia brands from FEMSA Cerveza of Mexico. Please visit EnjoyHeinekenResponsibly.com.

Source: Heineken USA

CONTACT: Tamara Moore of Heineken USA, +1-914-681-4153, or
tmoore@heinekenusa.com; or Chip Scarinzi of Manning, Selvage & Lee,
+1-212-468-3503, or chip.scarinzi@mslpr.com

Web site: http://enjoyheinekenresponsibly.com/

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