Heineken Dares Travelers To Play Departure Roulette

-Olga Boyko

Weiden+Kennedy set up a board at JFK Terminal 8 that dares travelers to drop their existing travel plans and play a little game of “Departure Roulette.” The new location is always a surprise and promises to be more exotic than the traveller’s previous plans. Once the location is revealed, the traveller must board the plane immediately. A man who was originally planning on a trip to Vienna, ended up boarding a plane to Cypress instead with $2000 from Heineken to cover expenses.
The game is in reference to Heineken’s new “Dropped” campaign. 4 men are dropped at remote locations and are given cameras to film their adventures.
(via AdWeek)

heineken-1

Why I’m Curious
This type of stunt is really interesting to me not just because it piques my own sense of adventure, but because it’s a great way to appeal to thrill seekers and “citizens of the world.” Heineken – as well as Dos Equis – brands itself as the beer choice for the adventurous man and so “Departure Roulette” dares the average person to live in the moment and say yes to the experience.
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