Heineken helps consumers find local – maybe even unexpected – adventures through a cross-platform campaign that loops in video, Facebook, Twitter and personalized communication.
The experience starts with a video featuring comedian Fred Armisen luring consumers who answer a payphone in the middle of NYC to ‘break their routines’ and perform with him at the comedy club across the street. The content lives on www.RoutineInterruptions.com where consumers can sign up – with their mobile number, Instagram or Twitter handles – to win a once-in-a-lifetime experience, including invitations to local secret living room concerts and underground social dining clubs. On Twitter, users tweet @WhereNext to get real-time recommendations for the five hottest places near them. All efforts ladder up to Heineken’s overarching campaign and solidify Heineken’s position as the category innovator.