Heineken® Challenges Consumers' Claims with "Departure Roulette" Roadshow

After Receiving Feedback Through Social Media, Heineken Tests Consumers On Their Doorsteps

News provided by

Sep 23, 2013, 09:00 ET

NEW YORK, Sept. 23, 2013 /PRNewswire/ -- After positive boasts online, imagine if someone showed up at your door asking you to spontaneously push a button to take a trip to an unknown destination. Would you play Departure Roulette and go? To find out, Heineken took to the road with "Departure Roulette"- a social experiment that aims to push people outside of their comfort zones, crossing their borders for experiences unknown.

The Departure Roulette Roadshow follows the initial social experiment at JFK that aimed to reward spontaneity and capture the genuine moment of facing an instantaneous decision. Heineken followed and started conversations with people online who commented that they would press the red button on the old style flight clicker board if given the opportunity. Heineken arrived at the doorsteps of fans in San Francisco, Los Angeles, and New York, presenting them with the Departure Roulette challenge to push the button and immediately embark on a trip to an unknown place.

"There is a little bit of this curiosity in all of us, and we believe that Heineken consumers are especially open to adventure and the unknown," said Belen Pamukoff, Brand Director, Heineken. "At Heineken, we aim to provide opportunities for fans of our premium beer to embrace the thrill of spontaneity, go far beyond their comfort zone and open their world."

Destinations of "Departure Roulette" challengers included adventurous locations like New Zealand, Spain, Romania, Estonia, Chile or Peru. The inspiration for the social experiment was 'Voyage', a Heineken® campaign that took different men from across the world and dropped them in remote global locations with nothing but the most basic of supplies and directions. The result was 'Dropped' - a series of episodic adventures following the intrepid explorers on their legendary travel experience. Additional details can be found on the Heineken Dropped YouTube page: www.youtube.com/heinekendropped.

To join in the conversation, follow Heineken @heineken_us, #dropped.

About HEINEKEN USA

HEINEKEN USA Inc., the nation's leading upscale beer importer, is a subsidiary of Heineken International BV, the world's most international brewer. European brands imported into the U.S. include Heineken Lager, the world's most international beer brand, Heineken Light, Amstel Light, Newcastle Brown Ale, and Strongbow cider. HEINEKEN USA also imports the Dos Equis portfolio, Tecate portfolio, Sol, Indio, Carta Blanca and Bohemia brands from Mexico. For a safe ride home, download the HEINEKEN USA-sponsored Taxi Magic™ application from your smartphone at taximagic.heineken.com.

Video with caption: "After positive boasts online, imagine if someone showed up at your door asking you to spontaneously push a button to take a trip to an unknown destination. Would you play Departure roulette and go? To find out, Heineken took to the road with "Departure Roulette"- arriving at the doorsteps of fans in San Francisco, Los Angeles and New York City to push people outside of their comfort zones, crossing their borders for experiences unknown." Video available at: http://www.youtube.com/watch?v=HqXOiQ1c42c&feature=youtu.be

Video with caption: "Your itinerary's fine, but we think a last minute change of plans is much more exciting. We found a few people at JFK Airport who'd agree. Would you play Departure Roulette?" Video available at: http://www.youtube.com/watch?v=PenROORvLyw

Image with caption: "Drew Nagda at the Heineken Departure Roulette on September 12, 2013 in New York. The social experiment challenged travelers to leave right away to unknown destinations. Drew tweeted to @Heineken_US "I will drop everything (including this sandwich) & travel! 'my bags are packed, & I'm ready to go..' #dropped #jetplane," and Heineken surprised Drew at work, with a sandwich of course, to put his words to the test. Without hesitation, he dropped the sandwich to play Departure Roulette." Image available at: http://photos.prnewswire.com/prnh/20130923/NY83986

SOURCE Heineken