Heineken, Facebook form global partnership

Heineken, Facebook form global partnership

Heineken has followed in Diageo's footsteps by signing a marketing deal with Facebook.

Heineken said today (8 December) that it has formed a global partnership with Facebook. The two firms will collaborate on digital marketing campaigns, the Netherlands-based brewer said.

For Heineken, the deal strengthens its hand in digital marketing, an increasing area of focus for drinks companies. Facebook, meanwhile, has been seeking advertising deals in order to increase revenue. In September, the social networking site signed a multi-million dollar deal with Guinness brewer Diageo

Heineken said of today's deal: "Through this agreement, Facebook will provide Heineken with a global marketing platform that reaches millions of people, as well as access to Facebook’s deep expertise in building long-term relationships between brands and their audiences." The brewer's chief commercial officer, Alexis Nasard, added: "As our adult consumers are increasingly spending more time on digital space and social media, it is important that our brands are active in this environment."

In July, Heineken agreed an advertising tie-up with Google-owned YouTube. The two have agreed to work together on marketing campaigns in 20 markets.