Would you drop everything for Heineken?

Joss Davidge, business director of brand experience agency BEcause, continues his weekly search for great marketing ideas. This week he looks at an experiential offering from Heineken that has got people talking.
 
So, you have spent months planning your long-awaited holiday, you’ve bought the guide book, settled on a hotel and have obediently shuffled through the airport checks and scans and mild panics about the amount of liquid you have in your hand luggage.  
 
Then in swoops Heineken and offers you the chance to play Destination Roulette, an opportunity to hand over your ticket in exchange for a one-off trip into the unknown with thrown in spending money from Heineken – to anywhere in the world. So, would you do it?  

Heineken’s Departure Roulette has got people across the world talking this week. It consists of a billboard in New York’s JFK airport, where intrepid travellers can hand over their bought tickets in exchange for one press of a red button and a gamble on where they are off to.  
 
While it turned out a dream for some, others forfeited long and meticulously planned holidays for a two day whistle stop visit on Heineken’s tab. So the jeopardy associated with roulette is most certainly there.
 
This brilliant experiential campaign from Heineken supports the brand's new social experiment ‘Dropped’, where four ‘legendary travellers’ are sent to remote destinations to report back and complete challenges on a dedicated YouTube channel.

Read more from Joss Davidge in our Clubhouse.