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Murphy's Complete New Phenomenon In Webvertising

MEDIACOM-RELEASE-HEINEKIN-NV

MURPHY'S BEER INTRODUCES COMPLETE NEW PHENOMENON IN WEBVERTISING

TO BUSINESS AND TECHNOLOGY EDITORS:

AMSTERDAM, Netherlands, March 10 RNewswire-AsiaNet/ -- Murphy's, one of the corporate brands of international beer brewer Heineken, introduces a complete new way of advertising on the World Wide Web. Murphy's is the first to use the error page as advertisement space. Each net-surfer gets the "error page 404" every now and then when typing up the wrong Internet address. Normally this is communicated through a blank screen with the message that the requested page is not available. Murphy's has found a rather new and unique way of turning this into a more humorous experience. As of today until the end of May, all users of Planet Internet in the Netherlands will, instead of the regular error page, be shown a Murphy's Law-error page. When clicking to Murphy's site, visitors will be rewarded with a pint of Murphy's Irish Stout or Murphy's Irish Red. When clicking to http://www.murphys.nl/error.htm you will find an example of this page.

The initiative is part of the communication campaign "Murphy's Law" for Murphy Irish Red in the Netherlands. The campaign carries the pay-off "Murphy's Irish Red -- it's not as tough as you think."

It's for the first time that the well-known "404-error page" on the Internet is used as an advertisement medium. For Internet providers this can turn out to be quite a lucrative business medium. Murphy's expects that many other companies will follow its example, although it will never be as appropriate as in the case of Murphy's.

Murphy's is one of the three Corporate Brands from Heineken NV. Murphy's Irish Red Beer and Murphy's Irish Stout are available in more than 60 countries. In the United States Murphy's Irish Stout and Murphy's Irish Amber are available.

ENDS....

SOURCE: Heineken NV

Web site: http://www.murphys.nl

MEDIA RELEASE FROM HEINEKEN NV

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