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Beer Brand Travel Experiments

Departure Roulette Participants Board Plane to Unkown Places

— July 16, 2013 — World
Inspired by Heineken's 'Voyage' campaign, the Departure Roulette experiment allows travelers to board an airplane to an unknown destination. By pushing a button on the terminal display, participants must be willing to forego their original travel plans and over the age of 25 to play. The experiment took place at Terminal 8 of JFK Airport. The combination of travel and drinking is a classic one, but this experiment allows consumers to engage with the brand in a much more interactive and emotional way.

The Departure Roulette concept is related to Heineken's 'Dropped' -- episodic adventures to be aired on Heineken's website beginning July 22. The online series will feature four men visiting various remote locations, who will film their experiences. People will also be able to watch via YouTube. To promote this venture the brewery released a commercial titled 'The Voyage,' in addition to a 'Dropped' trailer.
Trend Themes
1. Interactive Travel Experiences - By allowing participants to board an airplane to an unknown destination, the Departure Roulette experiment offers a unique and interactive travel experience.
2. Episodic Adventure Series - Heineken's 'Dropped' online series, featuring four men visiting remote locations and filming their experiences, presents an opportunity for episodic adventure content.
3. Brand-driven Youtube Channels - Heineken's promotion of 'Dropped' on YouTube demonstrates the potential for brands to leverage the platform as a channel for showcasing content and engaging with consumers.
Industry Implications
1. Travel and Tourism - The Departure Roulette experiment offers a disruptive innovation opportunity for travel and tourism companies interested in providing unique and interactive experiences for their customers.
2. Entertainment and Media - The 'Dropped' online series presents a disruptive innovation opportunity for the entertainment and media industry to create episodic adventure content for digital platforms.
3. Beverage and Alcohol - Heineken's use of unique and interactive experiences, such as the Departure Roulette experiment, showcases the potential for disruptive innovation in the beverage and alcohol industry by creating new ways to engage with consumers.
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