A couple of months back, Heineken challenged unsuspecting travellers at New York's John F Kennedy Airport to ditch their travel plans for a destination of the roulette board's choosing. Now the stunt's had a cleverly crafted sequel by the brand's agency Wieden and Kennedy.
Heineken tracked down people who tweeted saying they'd drop everything for a spontaneous trip and rolled in the roulette board to test their mettle.
They even brought in a chicken sandwich for one guy who said he'd drop said sandwich to make the trip; another tweeter was seen making a last minute call to his mother. Not just a clever stunt, but a nice way to show the brand is listening to fans on social media.
Departure Roulette En Route: