Tag: Heineken Dropped

Heineken Departure Roulette En Route

In July I had written about the Departure Roulette campaign from Heineken and Wieden + Kennedy which sent daring passengers somewhere totally new and exotic with the push of the red button. Now with the Departure Roulette En Route version, they tapped into the tweets and social conversations around the first stunt to produce a smart follow up stunt.

Heineken tracked down the people who had tweeted about Departure Roulette wishing that they were also dropping everything to travel to a mystery destination and offered a lucky few the chance to play Departure Roulette right there and then…

Heineken Departure Roulette

To embody the adventurous spirit of Heineken, Wieden + Kennedy in New York set up a board at JFK’s Terminal 8 and dared travelers to play “Departure Roulette”. Those who dared, had to drop their existing plans and go somewhere totally new and exotic with the push of the red button. 😎

The daring passengers were later also given $2,000 to cover expenses and were booked into a hotel for two nights at the new destination. Below is the recently released video of how things unfolded at JFK…

The game was inspired by “Dropped,” the new Heineken campaign that was launched a month ago from W+K Amsterdam in which four men were sent to remote destinations and their adventure to return filmed.