To build initial awareness, they started with print ads featuring funny, but fake newspaper articles about Heineken.
Now these ads are complemented by a clever viral marketing part: On the campaign microsite you can create your own fake article about a person you know. Then an email is sent to your victim with an authentic looking URL from one of the two partner publications (Maxim or SportingNews) poiting to the hoax. And suddenly this poor guy stares at a startling headline with his name in it !?
A great idea for a viral campaign - technically extremely simple, but pretty slick and elegantly implemented.
I am really anxious to see how successful it'll be...