Heineken launches global social experiment
‘Voyage’, the fifth instalment in the Heineken ‘Legend’ series, has just been launched via facebook and satellite TV. The integrated campaign on a variety of platforms across broadcast, digital and mobile, also offers one Irish consumer the chance to put themselves to the ultimate test.
Print11 June 2013
Set in India, the new commercial follows Heineken’s ‘Legend’ arriving in a remote Indian outpost and finding himself in all sorts of awkward and bizarre situations when he loses his pet goat. As a true Man of the World, he knows how to navigate this new world with ease even if he finds himself in unfamiliar territory.
As well as airing the TV ad Heineken is testing men to see what they’re truly made of when taken out of their daily lives and ‘Dropped’ into the great unknown.
Those who win through will go on an adventure, a new experience that will test their resourcefulness. They’ll find themselves in the freezing wilderness of Alaska – alone on a glacier with nothing but a giant inflatable ring, a tuxedo and a plane ticket. Their one objective is to find their way home!
‘Dropped’ takes men from across the world and drops them in a remote global location with nothing but the most basic of supplies and directions. The result is a series of episodic adventures following these intrepid explorers on their legendary travel experience.
Each experience will be in a different location with different challenges and every travel adventure will be tailored towards the character of its main protagonist – forcing them to discover their own limits and conquer their fears. Across four continents they’ll face a multitude of challenges – tough terrain, curious locals and unusual modes of transport. As the Dropped episodes unfold, the social experiment comes to life with viewers of each voyage able to follow each traveller through a series of diary entries and journey updates.
The outcome of each Dropped encounter is completely unscripted, with the participant’s desire to overcome the challenges as the only measurement for success.
Consumers globally can watch the series via the Heineken Dropped YouTube channel. Viewers will be able to follow each voyage, access documentary-style content and also contribute their own video entries to the worldwide ‘casting couch’ with the ultimate chance of partaking in their own legendary travel adventure.
Heineken Ireland also wants to guarantee one Irish person the global adventure of a lifetime. It begins its search for an Irish explorer with details to be revealed online in the coming weeks.
Conor McIntyre, Heineken Brand Manager – Communications, commented, “With ‘Voyage’ we want to go further and inspire men to be resourceful and open to the world. We’re giving a few lucky people the chance to go beyond the borders of their comfort zone. The Irish are seen as a nation of global explorers who’ve made themselves at home in their own unique way in some of the most exotic cities and outposts around the world. The trademark wit, charm and ability to make friends wherever we go have become synonymous with the Irish travel experience. We have no doubt that ‘Dropped’ will uncover some legendary explorers who’ll display their true character on the adventure of a lifetime.”
The first global Dropped launched on Monday 3rd June with subsequent Dropped Voyages commencing every three weeks.
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