Heineken Puts Consumers' Tweets to the Test on the Departure Roulette Road Tour
Would They Really Drop Everything for a Trip to an Unknown Destination?
Sep 23, 2013
During the summer, Heineken asked travelers at New York's JFK airport to play a game of Departure Roulette and drop everything -- including their current itinerary -- to take a trip to an unknown destination, as part of its global "Dropped" campaign. The effort, out of Wieden + Kennedy New York/Amsterdam, featured a giant green board with a bold red button. Those who dared to press the button landed a new adventure, courtesy of the beer brand. Now, Heineken is letting social media fans in on the fun, with the Departure Roulette Road Tour. It sent the big board to consumers in San Francisco, Los Angeles and New York who originally had engaged with the brand online. They, too said they would drop everything to go on their own mysterious adventure -- but would they, really? From the looks of this video, at least a few did, and scored trips to Panama City, Reykjavik, Bucharest and Seoul.