The Recording Academy and Heineken teamed up to promote the 48th Annual GRAMMY AWARDS. Heineken offered beer drinkers a chance to win a trip to the Grammy Awards show in Los Angeles in a promotion that used jukeboxes in bars and restaurants as its centerpiece. Consumers entered the contest through the Ecast network of jukeboxes in 5,000 locations or through several Web sites. The promotion included virtual signage and video advertising on the jukeboxes, but also offered chances to play trivia games to win free song plays or the chance to "Go Totally Live" to the Grammys. Mike McCann, Heineken USA director-integrated marketing promotions and sponsorships, said that in the first week of the promotion Heineken has seen a 15 percent click-through rate of consumers continuing through to the trivia game. Once in the game, consumers spend an average of 58 seconds with the branded game.