Heineken® Carol Karaoke Puts A New Twist On Holiday Traditions

Challenge Surprises Karaoke Singers to Go Outside Their Comfort Zone and Sing to Thousands of Strangers

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Dec 10, 2013, 12:00 ET

NEW YORK, Dec. 10, 2013 /PRNewswire/ -- Today, Heineken debuts their latest test to inspire people in a "will you or won't you" moment, with a challenge fit for the holiday season – Carol Karaoke. People who thought they were enjoying an evening of karaoke with a small group of friends were suddenly surprised with a challenge to sing a holiday carol to an audience of thousands way beyond the karaoke room, the results of which are captured in a video now live at www.youtube.com/carolkaraoke.

Heineken invited unsuspecting New Yorkers for an evening of Carol Karaoke at Karaoke Boho in the NYC's West Village– as long as they promised to sing one carol. People were asked to choose a carol from "Jingle Bells," "Deck the Halls" and "The 12 Days of Christmas," and then in a surprise twist, were challenged to sing to thousands of strangers. Those who decided in a matter of seconds to keep singing were broadcasted in well-known public places, including a Jumbotron at an NBA game, on the TV of every NYC taxi for a week and on a famed Times Square billboard.

"With Heineken Carol Karaoke, we wanted to see if people were willing to cross their borders by challenging them to sing a carol they may not know to an audience of thousands of strangers," said Colin Westcott-Pitt, VP Marketing, Heineken. "They had to make the decision to sing in mere seconds, and we found some real holiday heroes."

Many surprised singers at the Heineken Carol Karaoke event rose to the challenge, yet a survey, conducted by Wakefield Research for Heineken*, revealed that a majority of American men say singing karaoke is less embarrassing to an audience of family and friends (55%) than belting a tune in front of strangers (45%).

"Karaoke is all about summoning the nerve to get up there and perform – and Heineken's Carol Karaoke perfectly captures that moment of tension," says Rob Sheffield, karaoke expert and third-time memoirist of the recently released Turn Around Bright Eyes: The Rituals of Love and Karaoke. "Whether you're singing for eight people or 80,000, the basic karaoke question is the same: Do you rock the mike or not?"

If you want to rock the mike and be a crowd pleaser at this year's holiday party, Heineken's Carol Karaoke survey found you may want to keep it classic – Americans list their favorite holiday tune to sing as "Jingle Bell Rock" (31%), followed by "Winter Wonderland" (20%). For those who want to flex their vocal cords, a little Mariah Carey will go a long way – the third most favorite song to sing is "All I Want for Christmas is You" (13%).

Wieden + Kennedy New York, Heineken's creative agency-of-record, created and produced Carol Karaoke, including the event and video documenting the challenge that debuted on YouTube.com/carolkaraoke. Brand fans are invited to join the conversation with #CarolKaraoke.

Open Your Celebrations with Heineken Limited Edition Bottles This Holiday

In retail, Heineken's "Open your Celebrations" holiday campaign will introduce four limited-edition bottle labels and promotional packaging for Heineken Lager 12 packs. Each label celebrates a unique Heineken milestone, including the brand's origins, its global presence and its commitment to innovation.

The "Open your Celebrations" campaign is being amplified by a dedicated U.S. TV commercial that launched November 11, as well as out-of-home displays in top markets and attention-grabbing point-of-sale materials.

*The Heineken Karaoke Survey was conducted by Wakefield Research among 960 U.S. adults ages 21+, between November 11th and November 18th, 2013, using an email invitation and an online survey.

About HEINEKEN USA

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

Video with caption: "What if you were singing holiday carols to a few friends at a karaoke bar, when suddenly your performance became a concert broadcast before thousands on the Jumbotron at a professional basketball game, in Times Square and on the screens of nearly every New York City taxicab? Would you keep singing? Open your world. Heineken #CarolKaraoke." Video available at: www.youtube.com/watch?v=Bbj938krToQ&hd=1

Image with caption: "Matt Branigan is surprised with a challenge to sing carols karaoke-style to thousands at a Heineken Carol Karaoke event Wednesday, Nov. 20, 2013 in New York. Watch how Heineken put a twist on holiday tradition and inspired people to step outside their comfort zone with the video debuting today at YouTube.com/CarolKaraoke." Image available at: http://photos.prnewswire.com/prnh/20131210/NY30785-a

Image with caption: "Leslie Rodriguez is surprised with a challenge to sing carols karaoke-style to thousands at a Heineken Carol Karaoke event Wednesday, Nov. 20, 2013 in New York. Watch how Heineken put a twist on holiday tradition and inspired people to step outside their comfort zone with the video debuting today at YouTube.com/CarolKaraoke." Image available at: http://photos.prnewswire.com/prnh/20131210/NY30785-b

Contact
Adam Feigen
Heineken USA
[email protected]
914-681-4138

Jennifer Weber
Edelman
[email protected]

SOURCE Heineken