#15secondpremiere was a live event held at Tribeca Film Festival to engage consumers with the Heineken brand, reinforce their positioning as the beer for men who aren’t afraid to leave their comfort zones within the context of the film, and create awareness of their TFF sponsorship.

It began with an online competition in social media immediately following the Oscars, where consumers vied to have their 140-character movie idea produced by Heineken for the festival. To make it truly “Open Your World," the winner would come to NYC to unveil the finished product to a theater packed with media, influencers, festival attendees, and Robert De Niro, and lead a Q&A immediately after seeing it for the first time.

After the event, the film as well as a recap of the premiere was amplified via PR and social to reach consumers who couldn’t attend.

We launched with a high-profile demonstration featuring Fred Armisen anonymously calling a Manhattan payphone. Thousands left their blinders on and walked by, but those open to having their routine interrupted answered the payphone and were rewarded with a legendary once-in-a-lifetime experience, to join Fred, on stage, at NYC’s famous Comedy Cellar.

This social experiment became the 10th-most-watched ad on YouTube, leaving one question with city residents across America: Would you answer the call? Those who were up for it submitted their phone number on our campaign website and then, throughout the summer, an unknown caller interrupted their routine when they least expected it. Those who answered had a choice: follow the instructions without knowing what might result or stay in their routine. The brave ones who stepped into the unknown were rewarded with unique and unexpected pop-up gigs, dinners and events happening in their very own city.

There were over 42M video views which, combined with our extensions across the country, resulted in over 1.2B impressions and more than 1.1M engagements. Over 15% of all web visitors to RoutineInterruptions.com submitted their mobile number for the chance of having their routines interrupted, and the number of sign-ups from our target audience were above national index in all 8 of our key cities, the lowest being 201% above index in Los Angeles and the highest 436% above index in Atlanta. As well as having an impressive sign-up response rate, the campaign also generated a very high call acceptance rate with 1 in 3 of all those who were interrupted not only answering the call but also following the instructions to be rewarded with rich, unexpected and unique city experiences that, in itself, generated millions more impressions among our target audience.