Heineken Departure Roulette
Posted on July 24, 2013 by
Heineken has a new ad campaign that is part social experiment. They set up in a terminal at JFK Airport in New York, and asked people if they'd be willing to give up their current plans and hop on a plane somewhere. The catch? That somewhere is randomly chosen by pressing a red button on a destination board. And they have to leave immediately.
Many turned down the offer because of plans they couldn't change, work, or the usual reasons. Some adventurous souls took the risk, and were sent off to places like Bucharest, Cyprus, Portugal, and Thailand.
The stunt was a tie-in to Heineken's "The Voyage" and "Dropped" commercials and online video segments, where people are dropped into various locations around the world, forcing them to discover their own limits and conquer their fears. Across four continents they face a multitude of challenges - tough terrain, curious locals and unusual modes of transport.
As a social experiment, maybe it would be even more interesting if they had approached people not already in travel mode - maybe just people walking down the street about to go to work. But the question is, would you have taken the leap?
Many turned down the offer because of plans they couldn't change, work, or the usual reasons. Some adventurous souls took the risk, and were sent off to places like Bucharest, Cyprus, Portugal, and Thailand.
The stunt was a tie-in to Heineken's "The Voyage" and "Dropped" commercials and online video segments, where people are dropped into various locations around the world, forcing them to discover their own limits and conquer their fears. Across four continents they face a multitude of challenges - tough terrain, curious locals and unusual modes of transport.
As a social experiment, maybe it would be even more interesting if they had approached people not already in travel mode - maybe just people walking down the street about to go to work. But the question is, would you have taken the leap?
