Superstar

Heineken & Fred Armisen Want You to Pick Up the Payphone That Rings

By: Laura McQuarrie - Published: • References: routineinterruptions
'The Payphone' shows off Routine Interruptions, a new social experiment part of the Cities of the World campaign by Heineken that is extremely rewarding for those willing to take a leap of faith. This first test challenges people to pick up a ringing payphone and follow the instructions given to them on the other end of the line. Although this sounds pretty ominous and it did seem to freak out some of those who picked up the payphone, unbeknownst to them, the voice on the other end of the line belonged to Fred Armisen of SNL. New Yorkers who were brave enough to take a risk were rewarded with a unique experience and were brought on stage with Armisen himself at a comedy club.

But even if you're not in New York, if you're above the legal drinking age you can enter your phone number on Heineken's site to start a journey through your own city—provided you're up for an adventure, of course. Stats for Mysterious Phonecall Campaigns Trending: This Quarter & Buzzing
Traction: 425 clicks in 9 w
Interest: > 3 minutes
Concept: "the Payphone"
Related: 53 examples / 41 photos
Segment: Neutral, 18-35
Comparison Set: 20 similar articles, including: sports star chat campaigns, chill-revealing beer cans, and poppable beer ads.