This will really put the adventurer’s spirit to the test. Last week in New York’s JFK airport, Heineken dared travelers to play what they called “Departure Roulette,” challenging travelers to drop their existing travel plans for a random, unknown destination revealed with the push of a button. One man dropped his 6-week trip to Vienna for a serendipitous voyage to Cyprus. The accompanying YouTube video in the link is particularly fun to watch—one woman covers her face immediately after pushing the button, another makes a comical phone call after she finds out her new destination (“You’re going to kill me but … ”)
The Futures Company often talks about consumers’ desires to seek new experiences through brands, and this fun and innovative idea from Heineken really hits that mark.