# Jetsetting Bar Stunts KLM & Heineken Celebrate King's Day by Flying Bar Customers to Amsterdam By Laura McQuarrie | Published 2015-05-07 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/kings-day References: [creativecriminals](http://creativecriminals.com/heineken/king-s-day) & [heineken](http://www.heineken.com/) In order to kick off the festivities that go along with Koningsdag, or "King's Day," Dutch brands KLM and [Heineken](https://www.trendhunter.com/trends/hijack-socialization) 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](https://www.trendhunter.com/trends/ultimate-blue-moon-x-mt-joy-denver-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](https://www.trendhunter.com/trends/2024-bud-light-super-bowl) '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. ## Trend Insights (Trend Hunter) - Score: 2.5/10 - Popularity: 14% | Activity: 54% | Freshness: 8% - Audience gender: 70% men, 30% women - Primary generations: Millennial - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Interactive](https://www.trendhunter.com/interactive) ## Key Themes ### Key Themes Behind This Trend - **Surprise Marketing:** Brands are leveraging surprise marketing to create interactive experiences for consumers, building brand trust and loyalty. - **Authentic Celebrations:** Consumers are seeking genuine and immersive experiences that allow them to fully engage in cultural events and traditions. - **Challenge-based Promotions:** Brands are using challenge-based promotions to increase consumer engagement and enliven brand experiences. ### Where This Applies - **Aviation:** Airlines can provide surprise experiences to their passengers by collaborating with other brands and creating immersive experiences, thus increasing customer loyalty. - **Alcohol:** Alcohol brands are leveraging unique marketing techniques to create memorable experiences for customers, while increasing brand recognition and sales. - **Hospitality:** Hotels and resorts can provide exclusive and authentic experiences to guests by collaborating with local brands, allowing guests to fully immerse themselves in the local culture. ## Related on Trend Hunter - [Superstitious Fan-Inspired Campaigns](https://www.trendhunter.com/trends/the-twelve-pins.md) - [Authentic Connection Campaigns](https://www.trendhunter.com/trends/hijack-socialization.md) - [Sporty Laundromat Takeovers](https://www.trendhunter.com/trends/laundromatch.md) - [Beer-Pouring Party Billboards](https://www.trendhunter.com/trends/jubel-billboard.md) - [Taxi Driver-Centric Branded Events](https://www.trendhunter.com/trends/taxi-driver.md) - [Automated Beer Stations](https://www.trendhunter.com/trends/trust-bars.md) - [Friendly Fandom Campaigns](https://www.trendhunter.com/trends/fans-have-more-friends.md) - [Consumer-Focused Festive Billboards](https://www.trendhunter.com/trends/tell-us-your-tradition.md) - [Dating-Style Bar Discovery Platforms](https://www.trendhunter.com/trends/bar-dating.md)