Heineken’s Departure Roulette is back in action...in another surprising way. Originally setting up shop in New York’s JFK International Airport, Heineken’s Departure Roulette challenged unsuspecting travelers to step up to the game-show-esque board and press a red button. Once pressed, the board would generate a foreign (typically more exotic) destination, and the traveler had to then forego their original travel itinerary and take off to their new destination. Needless to say, this campaign generated a lot of activity in its YouTube comments and Twitter news feed.
Heineken has decided to challenge those bold commenters by tracking them down and introducing the Departure Roulette gameboard — same rules, different atmosphere. Within the commercial, we see participants being approached on their work lunch-break, in the midst of running personal errands, at their doorstep, and even in a fast-food drive-thru.
The mission behind Departure Roulette is to promote Heineken’s “Dropped” campaign — a web series featuring the trials and triumphs of four men who are “dropped” in remote destinations around the world.