TV on the Radio Teams Up with Heineken Light to Bring the 'Occasionally Perfect' Billboard to Life for the First Time
NEW YORK, Aug. 22, 2011 /PRNewswire/ -- Heineken Light stopped traffic in New York City as its "Occasionally Perfect" Billboard had its moment of perfection.
The billboard, on the corner of Great Jones and Lafayette Street, was transformed into a massive stage with a surprise live performance by Brooklyn-based indie-rock superstars TV on the Radio.
Thousands of New Yorkers watched as the band ripped through a blistering set. The band treated the energetic crowd to a collection of songs, including "Young Liars," "Staring at the Sun," "Repetition," and "Wolf Like Me." To check out footage of performance, please visit www.youtube.com/HeinekenUSA.
The billboard is the latest installment of the Heineken Light "Occasionally Perfect" campaign that launched earlier this summer, featuring TV spots, digital and now surprise live events.
The 'Occasionally Perfect' billboard will remain in New York for one more week, before heading west to its next destination in September. To find out more information about the 'Occasionally Perfect' billboard and to see when that next perfect occasion may take place, please visit the Heineken Light Facebook page (www.facebook.com/HeinekenLight) and watch the hashtag #OccasionallyPerfect.
About Heineken USA
Heineken USA Inc., the nation's premier beer importer, is a subsidiary of Heineken International BV, which is the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand; Heineken Light; Amstel Light, a leading imported light beer brand; Newcastle Brown Ale, the leading imported ale in the United States; and Buckler non-alcoholic brew. Heineken USA is also the exclusive USA importer for the Tecate, Tecate Light, Dos Equis, Sol, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the Heineken USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com. Please visit www.EnjoyHeinekenResponsibly.com.
Tara Carraro, Heineken USA
Richard Mitchell, MSLGROUP
SOURCE Heineken USA