Heineken, together with Wieden + Kennedy New York, has launched the ‘Departure Roulette’ game in New York’s JFK airport.
In ‘Departure Roulette’, travelers are dared to drop their travel plans for somewhere more exotic (without knowing the new destination), with one condition—they had to leave immediately.
One such player, Greg Vosits, a doctoral student in psychology, won a trip to Cyprus when he pushed the button. He had to abandon his six-week visit to Vienna to visit his grandparents, but Heineken gave him $2,000 for expenses and booked him into a hotel for two nights.
‘Departure Roulette’ was inspired by ‘Dropped’, Heineken’s new campaign in which would-be adventurers are sent to remote destinations around the world to have their adventures filmed.
[via AdWeek and New York Times]