Board at JFK Terminal 8. A single red button. A real decision. To embody Heineken’s adventurous spirit, Wieden + Kennedy in New York sets up a Departure Roulette board at JFK’s Terminal 8 and dares travelers to play. If they press the button, they drop their existing plans and go somewhere totally new and exotic.
The commitment is real. The travelers who take the dare receive $2,000 to cover expenses and get booked into a hotel for two nights at the new destination. This is the recently released video of how it unfolds at JFK.
The stunt links to a broader idea. The game draws inspiration from Dropped, a Heineken campaign launched from W+K Amsterdam in which four men get sent to remote destinations, and the adventure of getting back gets filmed.
Why this stunt works
It makes spontaneity measurable
Most people can say they are spontaneous. Departure Roulette forces a binary choice in public. Press or walk away. The brand promise becomes an observable action.
It raises stakes without needing complex rules
The mechanic is simple. The tension is high. You do not need a long explanation to understand what is at risk: your plan.
It turns a brand value into a story people retell
The red button is a prop with meaning. It compresses the entire narrative into one symbol that is easy to remember, share, and debate.
How to apply the pattern
- Create one unmistakable action. A single step that proves intent, not interest.
- Make the trade-off clear. People must know exactly what they give up and what they gain.
- Design for the decision moment. The most valuable content is the second before and after commitment.
- Operationalize the reward. If logistics fail, the story turns from daring to disappointing.
What to measure beyond views
- Participation rate. How many approached travelers agree to play.
- Completion rate. How many press the button after hearing the rules.
- Story lift. How often people retell the mechanic correctly.
- Brand linkage. Whether the audience connects the act to “adventurous spirit,” not just “free trip.”
A few fast answers before you act
What is Departure Roulette?
A physical airport activation where travelers can press a red button and immediately swap their planned trip for a surprise destination.
What is the core mechanic?
One irreversible choice that turns a brand value into an action people can witness.
What makes it repeatable for other brands?
The format is not travel. It is a high-stakes choice with a simple trigger, a clear trade-off, and a real reward.
What is the biggest failure mode?
When the commitment is not credible, or the operations cannot deliver the promise.