I'll let Adrants explain:
Perhaps the strangest beer promotions to date, Heineken Europe has launched the Heineken European Life Long Observatory
or H.E.L.L.O. The site consists of an interplanetary mission complete
with launch sequences, confusing geek speak and videos of futuristic
Uh, OK. The site is actually pretty cool as far as Flash-y beer web sites go.
Link via: Adrants