Heineken Puts Consumers' Tweets to the Test on the Departure Roulette Road Tour

Would They Really Drop Everything for a Trip to an Unknown Destination?

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During the summer, Heineken asked travelers at New York's JFK airport to play a game of Departure Roulette and drop everything -- including their current itinerary -- to take a trip to an unknown destination, as part of its global "Dropped" campaign. The effort, out of Wieden + Kennedy New York/Amsterdam, featured a giant green board with a bold red button. Those who dared to press the button landed a new adventure, courtesy of the beer brand. Now, Heineken is letting social media fans in on the fun, with the Departure Roulette Road Tour. It sent the big board to consumers in San Francisco, Los Angeles and New York who originally had engaged with the brand online. They, too said they would drop everything to go on their own mysterious adventure -- but would they, really? From the looks of this video, at least a few did, and scored trips to Panama City, Reykjavik, Bucharest and Seoul.
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Sep 23, 2013
Wieden & Kennedy New York
Executive Creative Director:
Scott Vitrone
Executive Creative Director:
Ian Reichenthal
Executive Creative Director:
Mark Bernath
Executive Creative Director:
Eric Quennoy
Creative Director:
Eric Steele
Creative Director:
Erik Norin
Will Binder
Art Director:
Jared White
Executive Producer:
Nick Setounski
Assistant Producer:
Kristen Johnson
Social Strategist:
Jessica Abercrombie
Project Manager:
Rayna Lucier
Community Manager:
Mike Vitiello
Community Manager:
Rocio Urena
Director of Interactive Production:
Brandon Kaplan
Head of Integrated Production:
Lora Schulson
Production Company:
Dan Levin
Information Display Fabricator:
Solari Corp
Design & Build:
The Guild
Executive Producer:
Tom Berendsen
Line Producer:
Sara Greco
Joint Editorial
Senior Producer:
Michelle Carman
Jon Stefansson
Assistant Editor:
Stephen Nelson
Assistant Editor:
Noah Poole
Assistant Editor:
Brian Schimpf
Motion Graphics Director:
Yui Uchida
The Lodge
Nice Shoes
Danny Boccia
Melissa Dupre

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