Listen up: Dutch courage for Radio Heineken

Singapore – Brands are increasingly turning to branded content to promote their businesses and to engage with consumers. First there were brandzines, then online brandzines such as LVMH’s Nowness magazine, and now we have branded radio.

Late this summer, Dutch brewing company Heineken created its own radio station. The brand teamed up with Lush 99.5FM to launch Radio Heineken during the Worldwide Festival Sessions, Zouk Edition, 2010 in Singapore. Listeners could tune in to interviews with festival founder Gilles Peterson, as well as musical performances by artists such as Dam Funk and Jazztronik. They could also win tickets to the festival.

For more on how brands can engage with consumers, read our Sponsorship Futures report.