Heineken is launching a branded content experiment on YouTube to go along with its latest TV spot in its Legends brand campaign. The spot, The Voyage, follows our hero arriving in India, where he loses his pet goat and has to prove that he's a streetwise "Man of the World" to find it again.
Created with Wieden+Kennedy Amsterdam, "Dropped" will feature a series of YouTube videos hosted on Heineken's YouTube channel in which real-life "Man of the World" candidates from different markets will be literally "dropped" into environments designed to take them out of their comfort zones and asked to make their way home. The first story involves a sun-loving Spaniard dropped into the middle of Alaska. Four subsequent "drops" will take place every three weeks, across four different continents. Each experience will encompass three episodes, plus documentary-style behind the scenes content. U.S. viewers can also contribute their own video entries to the "casting couch" to be chosen for a future episode; they need to record and upload their own version of an everyday journey, and tweet about it with the hashtag #dropped by June 17.
There will also be a promotional aspect: consumers who buy special packs of Heineken will be able to redeem a code and play an online game that tests their own navigation skills. Prizes include travel adventures and space-training.