Heineken wanted to make their brand message. “open your world,” resonate more with American consumers and further imbue meaning into the tagline. So in 2013, we started a series of ongoing social experiments designed to show rather than tell people in the real world, that when you step outside your comfort zone and lean into trying new things, you open your world to richer, more unexpected experiences and a more rewarding life.

Starting in July, we created experiential real world stunts with Departure Roulette, a Departure Roulette Roadshow social response initiative, Carol Karaoke, #15SecondPremiere and The Guest of Honor. All were designed to present the public with an active choice in a very authentic and unscripted way – they could either take a chance and say yes to an experience that felt slightly uncomfortable, unfamiliar or unexpected, or they could choose to say no and go about business as usual.

Departure Roulette, a 2-day social experiment at JFK, challenged travelers to drop everything and go to an unknown destination. To create buzz and excitement, we needed to be part of the cultural conversation.

We used conversational targeting to drive interest around Roulette; reaching people who were flying that day and communities interested in travel. Later, we released the film of the experience across all social channels and stoked discussion for continued engagement.

While only a handful of people participated at JFK, millions all over the world debated whether, if given the chance, they would drop everything and play Departure Roulette.

Departure Roulette Roadshow campaign was watched, shared and talked about by the masses. Social conversation lit up with people all over the country (and even the world!) begging Heineken to bring the experiment to their cities.

By the numbers:

• Social impressions: 23.5 million

• PR impressions: 3.9 million

• YouTube views: 5.8 million

• Heineken mentions: 139.5% increase

• Twitter: 455% higher engagement than beer/spirits industry average

• Facebook: 55% higher engagement than portfolio average

Not only that, but it made lifelong brand advocates out of our participants who are now the first to socialize and share the latest Heineken work.