Heineken organises and sponsors hundreds of music events worldwide. To make them relevant for the target audience – Internet savvy adults (20 to 35 years old) interested in music – and thus creating a better connection with them, Heineken created heinekenmusic.com. The website delivers a musical brand experience, which gives an overview of all Heineken music events worldwide, lets visitors experience the events through party reports, news items and video- and audio streams, and it creates a ‘window of opportunity’; visitors can win tickets to music events. But first and foremost it invites visitors to go experience the ‘world of Heineken music’ for real.