This blog post, written on assignment for Rignite Marketing, highlights the 2013 Heineken social campaign. Heineken hosted “Serenade Live” a week before Valentine’s Day, an 8-hour worldwide live online YouTube event. Heineken chose Facebook and Twitter followers to perform their serenade online, while the audience and potential dates tuned in to share their reactions. Here’s the genius—the drama is heightened by launching a live event on YouTube, coupled with the Facebook app. Add the Twitter handle @Heineken and hashtags #Serenade, #SerenadeLive to the mix, and you’ve created a social media triple threat.