Where other online banner games pit users against a bot, Heineken's Win Music for Life campaign pits users against each other in the Head-II-Head trivia competition, live in a banner. At stake is a lifetime of music downloads. Click the banner and users are matched up with another live person against whom they compete for prizes. Packaging, POP, television, public relations and email all feed into the Music for Life promotional microsite, which serves as a hub for the entire effort, encouraging repeat visits, more chances to play the game and further interaction with the Heineken brand.