Heineken decided to set up a “departure roulette” at New York Kennedy’s JFK Airport. Basically, passengers were randomly asked if they could drop their current travel plans and travel to a more adventurous destination. If they said yes, they would push a button and win a free trip to a random destination. Here’s a YouTube video on how Heineken’s #dropped campaign works:
Would you be up for changing your travel plans if this were to happen to you?