Heineken Targets Adventure-Seeking Men

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Heineken is launching a promotion today themed “Dropped” in which men ages 21 and older can enter a contest for a chance to be taken out of their daily lives and dropped into the “great unknown.”

To enter,  contestants are asked to submit a brief video with their legendary take on an everyday journey, upload it to any site and tweet the link with  #DROPPED on Twitter by June 17.

The campaign includes a huge out-of-home effort where the beer brand will blanket the streets of major U.S. cites with grassroots posters.

The promotion will take different guys from across the world and drop them in remote global locations with nothing but the most basic of supplies and directions. The result is “Dropped -- a series of episodic adventures following intrepid explorers on their legendary travel experience.

“Voyage” is the fifth installment of the Heineken “Legends” campaign, which rewards those who seek experiences outside of their comfort zone. The integrated campaign, which includes broadcast, digital and mobile, allows consumers to have an immersive experience via the Heineken Dropped YouTube channel where viewers can follow each “Dropped" voyage, access documentary-style content and contribute their own travel experiences.

Every “Dropped" travel adventure will be tailored towards the character of its main protagonist, forcing them to discover their own limits and conquer their fears. They will face a multitude of challenges including tough terrain, curious locals and unusual modes of transport.

As the “Dropped” episodes unfold, so the social experiment will come to life, with viewers of each voyage able to follow how each traveler fares through a series of journal entries and journey. The outcome of each “Dropped” encounter is completely unscripted. 

The Voyage TVC, the inspiration for the "Dropped" travel experiment, along with episodes from the first "Dropped" adventure, launch today, with subsequent "Dropped" Voyages commencing every three weeks.

The trailer for the first "Dropped" episode can be viewed on Heineken’s Facebook page. Each ”Dropped” experience will encompass three episodes, complemented with behind-the-scenes content.    

“The fifth installment of our Legends campaign demonstrates our commitment to providing rewarding experiences to those who are willing to use their resourcefulness,” said Sandrine Huijgen, Heineken global communications director, in a release.

Consumers who buy special packs of Heineken from Aug. 1 to Sept. 30 will be able to download The Heineken Star augmented reality app. The app uses image recognition technology. When the consumer scans the new star bottle they can unlock engaging content, a chance to win limited-edition Heineken travel gear and adrenaline filled journeys all over the world.

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