Heineken USA has taken consumer engagement to a new level with a twist on its Departure Roulette campaign launched in New York JFK Airport in July.
As reported, the social experiment activation presented JFK travellers with a proposition: a free trip to a completely random location somewhere in the world, with the catch that they would have to cancel their current travel plans and leave right then.
The video soon went viral on YouTube, attracting over two million views and comments from users on Facebook and Twitter such as: “No question that I would do this in a second.”
Heineken USA decided to personally engage these fans by showing up to surprise them and seeing if they can walk the talk: they can push the button, pack a bag, and get on the next flight. This time, nobody has to cancel previously made travel plans – they just have to call their boss and say they won’t make it to the office on Monday.
| //www.youtube.com/embed/HqXOiQ1c42c |
Heineken fans get a surprise visit and proposition |
Heineken Head of Global Duty Free Sean McNaughten commented: “The phenomenal success of this innovative campaign is largely due to the spontaneity of the challenge that was set to Heineken consumers to be resourceful and open to the opportunities the world presents.
“As the number one premium international beer, Heineken is always looking for true innovation and this requires constant progression, newness and surprise. We’re working on several game changing initiatives in global duty free and we’ll be revealing these over the next six months.”
