Business
Heineken Asks Travelers at JFK to Drop Everything, Fly to Mysterious Location
Would you be willing to abandon your flight plans to take a free trip to a mysterious location? For most travelers, the answer seems to be no.
In its latest marketing stunt, Heineken asked travelers in JFK's terminal 8 to take a leap of faith and press a button on a specially-designed "departure roulette" board, which would assign them a new destination at random — effective immediately.
Many declined the offer with various excuses — business trip, heading to a bachelor party, or just not adventurous enough — but some decided to be spontaneous and go for it. Some of the travelers seem a bit happier than others about where they end up.
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This latest stunt is tied to Heineken's Legends global marketing push, which began in December 2010, and shows young men traveling throughout the world. Last month, Heineken released the fifth installment in this series called "Dropped," which involved a man being dropped randomly in the Alaskan tundra.
Image: YouTube, HeinekenUSA
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