As part of Heineken‘s global ‘Voyage’ campaign, the Departure Roulette experiment invited travelers in Terminal 8 at JFK Airport to change their scheduled destinations and board a plane to an unknown place.
Travelers aged 25 or older were given the opportunity to go to an adventurous location by simply pushing a button on a display in the terminal. However, they had to be willing to drop their existing travel plans and immediately board the plane to the unknown.
The inspiration for Departure Roulette is ‘Dropped’, a series of episodic adventures that involves Heineken sending four men to remote destinations around the world and filming their experience and the challenges they face along the way. These episodes will launch via Heineken.com and YouTube on July 22nd. Heineken has also debuted a new TV commercial called ‘The Voyage’: