Heineken and Facebook Pen Marketing Deal

Heineken's the latest big brand to partner with Facebook, following in the footsteps of another purveyor of booze, Diageo, as well as American Express. While Diageo's deal with Facebook was worth millions of dollars, neither terms nor characterizations of the Heineken agreement were disclosed.

Netherlands-based Heineken will get special access to Facebook's marketing solutions. The digital giant will also consult the beer company, according to a statement today, supplying "deep expertise in building long-term relationships between brands and their audiences."

Heineken's Facebook page has 4.6 million fans, while sister brands Kingfisher (2.6 million) and Dos Equis (1.9 million) also have considerable followings.

The partnership is the latest example of Facebook's courtship of brands and agencies, a strategy that includes a consulting for its own platform.