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Heineken's Departure Roulette

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Kate St

on 25 November 2013

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Transcript of Heineken's Departure Roulette

Departure Roulette
July 2013 : Heineken unveiled a departure board at John F. Kennedy's International Airport (New York) Terminal 8 , daring travelers to play ‘Departure Roulette’.
There is a catch, though...
... you
know where you’ll be going before you’ve already committed.
Wanna play ?
"Simply press the button on the board and you’ll be given the opportunity to drop your existing travel plans in favour of the next first class flight to one of ten locations, including Portugal, Switzerland or Peru. "
"Welcome to ‘Dropped’, Heineken’s® social experiment where only legendary travellers need apply"
The game is inspired by (and clearly to promote) "Dropped", a new Heineken campaign in which four men are sent to remote destinations and film their adventures, which will all be published on the campaign’s dedicated YouTube channel.
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