The Heineken Headline Hoax illustrates the true potential of offline and online advertising integration. It took a Heineken print campaign – one featuring gag headlines and stories – to new heights by allowing users to make their own fake headlines and using them to prank their friends.At the site, users created a hoax headline about a friend to be featured on a major online media property. Next, an email was sent to that friend, linking them to that property, where they saw a very real-looking, skewering headline about themselves. Eventually, the friend is let in on the joke and then invited to hoax their own friends!