IceMobile launches the Heineken.mobi site

The mobile site, which is actively promoted in countries covering 4 continents, raises awareness of the impact of alcohol on drinkers, building the concept of preventing embarrassing behaviour by encouraging the switch to non-alcoholic drinks before it's too late. This is done through the introduction of five embarrassing types: the sleeper, the groper, the exhibitionist, the cryer and the fighter.

The mobile site also allows for interaction between users in order to share the fun, and the message. This is realized through the sending of an embarrassing video or a virtual glass of water (iBoard on the iPhone) directly to mobile phones of friends.