MSK Partners

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Design, communication and what's on our mind

Dare to Play Departure Roulette

Here’s an airport stunt from Heineken that seems to embody the brand’s adventurous spirit. Twice this week they set up a board at JFK’s Terminal 8 and dared travelers to play “Departure Roulette”—changing their destination to a more exotic location with the press of a button. They had to agree to drop their existing travel plans—without knowing the new destination first—and immediately board a flight to the new place.

On Tuesday, a man played the game and ended up going to Cyprus instead of Vienna. (He had been planning a six-week visit with his grandparents, but soon learned he would be headed to Cyprus on a 9:55 p.m. flight. Heineken gave him $2,000 to cover expenses and booked him into a hotel for two nights.) Perhaps Heineken should set this up in the Moscow airport. There’s a guy there who would welcome any chance to fly to oblivion. heineken-departure-roulette-hed-2013

Filed under: Communication