As we all know, 2.0 techonologies are allowing companies to impact their consumers and get feedback, getting to know them better. Nevertheless, is not that simple to effectively manage social networks, since  interesting content needs to be developed to attract the consumer. Today I would like to talk about one company that just did a good job concernin e-marketing and social networking.

Heineken just launched a Valentine’s Day Facebook application whith which users can send funny customized love songs as an invitation to a date through its FanPage www.facebook.com/Heineken.

The app was developed by a Dutch agency based in Amsterdam, and consumers can create their own fully customized  “Serenades” within just 4 clicks.

Then the user can share this content on his o her “target’s” wall and just wait for a Yes or No response to the date proposal.

This is part of the worldwide “Open Your World” campaign and comes after the launching of the “The Date” TV ad, in which the main character tries to impress their girlfriend in a legendary date by dancing the catchy Bollywood song “Jaan Penechaan Ho”.

Moreover, next Thursday Feb 9th, Heineken presents “Serenade Live”, an 8 hour Youtube event during which people around the world will have the opportunity to express themselves by submitting their Serenades to be played in the concert. This event will can be followed worldwide through facebook.com/Heineken and Twitter: @Heineken (#Serenade, #SerenadeLive).