Heineken for the launch of his campaign in the U.S. on the occasion of the 48th Annual Grammy Awards took place on 8 February 2006, aimed, according to the Bible of the 4 P's Kotler, certainly on the implementation of the placement. Since
official beer sponsor of the event, launched in January throughout the U.S., the 4400 campaign through Ecast jukeboxes around the best bars in the U.S..
revived Through these devices, it was possible to select and hear songs competing for the Grammys.
The operation was certainly a mammoth organizational point of view but at the same time it was perfect according to the medium used, the product "sold" and the distribution channel adopted.
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