In order to kick off the festivities that go along with Koningsdag, or "King's Day," Dutch brands KLM and Heineken teamed up to offer bar-goers the ultimate surprise.
Once a Heineken drink was ordered at a bar, patrons were asked if they wanted an Orange Experience to go along with it. On the spot, they had to be willing to complete a few challenges—like singing a Dutch folk song in front of the entire bar, even before they had a chance to crack the beer and quell their nerves. Then, a KLM flight attendant would direct the singers to an aircraft and announce that they had the chance to authentically celebrate King's Day in Amsterdam.
Like the Orange Experience, Bud Light's 'Up for Whatever' and Heineken's 'The Decision' campaigns and are more examples of instances where a consumer is asked to put their full trust in a brand in order to be taken on a surprise adventure.